Shelf Awareness Turns 20!
This past weekend marked the 20th anniversary of our first issue of Shelf Awareness Pro, which went out to a short friends & family list of subscribers. In those days, founders John Mutter and Jenn Risko did most of the work and rarely caught their breaths. We've grown a bit since then.
Over the years, we've added new products, including Shelf Awareness for Readers, Maximum Shelf, Dedicated issues, GLOW (Galley Love of the Week), the Pre-Order E-Blast, and our Job Board--all in an effort to help make it easier for booksellers do their jobs and to spread the word about books and authors. We've also added more than a dozen staff members and a range of freelance reviewers and other contributors. This year, new products have included the Kids/YA Pre-Order E-Blast and Extra! issues, and as we begin to celebrate our 20th anniversary, we have plans for more and redesigned products and initiatives in 2025 and 2026.
For helping us reach this milestone, we offer heartfelt thanks to our friends throughout this exceptional industry: readers, booksellers, wholesalers, distributors, publishers, authors, agents, and book lovers of all kinds. This is a special community that in this difficult time we treasure all the more. Together we will persevere, and we can't wait to celebrate our 25th and 30th anniversaries with you.
Today we want to express special gratitude to the Shelf Awareness staff, who work hard, smart, diligently, and with elan:
CEO Neil Standberg is thoughtful, incisive, and is a wizard at all things tech (key at Shelf Awareness!), HR, organization, conducting meetings, and more.
Publisher Matt Baldacci is responsible for sales and the strategic direction of the company and is always brimming with creative ideas, new approaches, and new products that can help the industry spread the word about books and sell more books.
CFO Richard Jobes has been with Shelf Awareness from the very beginning, when he first did what he continues to do so well: run the numbers, then give wise, invaluable counsel that transcends the numbers.
Partnership marketing manager Kristianne Huntsberger works cheerfully and helpfully with more than 300 bookstore partners on the Readers and Pre-Order E-Blast programs and is the face of Shelf Awareness at trade shows across the country.
Contributing editor Robert Gray reports about movies and TV, book-related social media posts, obituaries, and much more, but we thank him especially for his nearly 20 years of writing one of the best weekly columns on bookselling.
Managing editor Robin Lenz has the often thankless task of managing a fast-moving, constantly changing editorial landscape and making sure that Shelf Awareness departs into the world on time and accurately.
Associate editor Alex Mutter is an excellent reporter and features writer who handles the most sensitive topics with flair, clarity, and accuracy, and covers myriad conferences and shows in the U.S. and abroad.
Senior editor Dave Wheeler is Shelf Awareness's tastemaker for adult book reviews and author interviews, highlighting the best, most interesting, promising books and authors.
Children's and YA editor Siân Gaetano heads our children's/YA coverage, particularly reviews and author interviews, with passion, tenacity, thoroughness, and dedication.
Associate editor Elaine Cho ably helps choose, edit, and traffic adult book reviews and author interviews, managing the several dozen reviewers on our roster and mediating the editing process for each with great care, patience, and humor.
Production assistant Casey Stryer makes sure that all of the partner mailings function correctly and look good, has a meticulous attention to detail, and is one of the best troubleshooters, knowing everything about procedures and how things work here at the Shelf.
Publishing assistant Madison Gaines juggles and places thousands of ads in Shelf Awareness and works with publishers to make their ads look as good as possible. She's often ready with a joke or riddle, and as a former bookseller at Third Place in Seattle, she has a good instinct for bookseller interests.
Sales assistant Jess Mayfield, who joined Shelf Awareness in September after working at Village Books and Elliott Bay Book Company, has already had a direct impact on increasing sales by establishing great working relationships with our advertisers.
Marilyn Dahl, our former longtime reviews editor, has an amazing ability to pick out great works, from poetry and literature to books about football, and she now focuses on Max Shelves and GLOWs.
Art director Alex Baker is Shelf Awareness's graphic design guru, who in every context provides a look that conveys our essence.
John Barich, an ordained minister known at the Shelf as "Padre," is an ebullient figure who does yeoman's work sorting and keeping track of the many galleys we receive every day.
Tobias Mutter is one of Shelf Awareness's long-term contributors, who started doing back-office work while in high school. Adept at everything from compiling Media Heat to writing an insightful review to inputting stories, we're delighted to say that he is officially joining the staff today.
And again, we thank you, our devoted readers!
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