As a relatively innocent victim of St. Patrick's Day inspiration, I was compelled last week to lobby for Brian Moore's mostly OP novels. By the way, for those who asked, Catholics (Loyola Press, $12.95, 9780829423334/0829423338) and The Black Robe (Plume, $15, 9780452278653/0452278651) are still available.
But this walkabout did leave some unfinished business regarding our earlier discussion on just how much indie booksellers should tell customers about bad times in BookWorld.
In response to the first column in that series, in which I shared Linda Ramsdell's letter to her customers about controlling inventory during the slower winter season, Diane Van Tassel, owner of Bay Books, Concord and San Ramon, Calif, observed that this made her consider "how my customers think about these expensive books. For many readers, the latest book by a favorite author is such a wonderful treat, but they complain that the book is too heavy (tough when it falls on you when you fall asleep in bed) and that it costs too much, especially if they inhale it in one day. So even though there are a few people who will brave the cost of the hardcover, most will wait until it comes out in paperback.
"So wouldn't it be a good idea to have one or two copies of the latest hardcover, but mainly have a huge selection of great paperback titles that they would be tempted by instead? And, of course, the knowledge of other alternatives. Basically what I am saying is that customers want the latest Janet Evanovich, at a whopping $25 plus, but can often be just as tempted by a new paperback Sarah Strohmeyer or Nancy Bartholomew which are similar in tone. So the bookstore didn't sell the expensive hardcover but the customer, if they love the series, will come back and buy the whole series--at the $8-$10 range, which will actually bring in more money in the long run because you have given them a new author to collect. This takes homework and study by the bookseller, but the customer is turned on to another author and is thankful that the bookstore is so helpful and friendly."
And Tordis Isselhardt of Images From the Past suggested that "the public doesn't understand what's involved in being an independent publisher any better than it understands what's involved in being an independent bookseller: the choices we make, the choices that aren't ours to make, the risks and the rewards, the cash (and inventory) flow and so much more. Like [booksellers] we deal in ideas rather than packages, and delight as much in sharing the process of bringing an author's story to life and to its readers, as [booksellers] do in expanding and enriching readers' lives with books!"
David Henkes of University Book Store, Bellevue, Wash., responded to my wondering what we tell the indie customer who also loves her Kindle: "We need to thank her first and foremost for embracing the written word. We are still facilitators of everything book related. Whether that book is physical, digital, or audio, we are responsible for selling the idea of a story. I have been browbeating friends and family every time they tell me about a book they just read, and loved, and then proceed to tell me that they purchased on Amazon. I cringe, beat my chest, count to ten, and then discuss the book with them and not dwell on how they obtained it. My personal belief in the its-already-here look at the future of the digital application of books is that it will be another means for a book to live on. The Kindle is a difficult thing to hug, to embrace as words pour forth and envelope you. Yet, it is a means to an end--reading.
"My response might sound rather philosophical as opposed to a concrete sales pitch to win over a client," he continued. "If I focus too much on the business side, I lose sight of why I'm 'in' books in the first place--to facilitate the written word."
Perhaps we'll end by accentuating the positive. Susan Weis of breathe books, Baltimore, Md., happily responded to the big question--"Is 'Doing Great!' the wrong thing to say right now?"--by noting that shortly before reading that column, she had sent her e-mail newsletter, telling "over 4,000 people on my list that we are doing great! And, of course, thanking them. I've heard from a few people who told me they are so happy the store is doing well--relieved really. I think it shows them that they are giving their money to a viable store. Makes them feel good about supporting breathe books."--Robert Gray (column archives available at Fresh Eyes Now)