Hand Selling and Championing Authors

HAND SELLING AND CHAMPIONING AUTHORS: Indie Bookstores and the Blind Spots of Amazon

REGIE VOCALES

In today's generation, it is almost by default that people would consult to Amazon for the next best read. It has centered itself as the largest and number one provider for our literary thirsts. However, before its ascension into normality, the biggest contributing factor to people’s literacy was human interaction. Even in this digital age, it still stands as such. Being social animals by nature, communicating is where we find support, comfort, and—most especially—entertainment.

After considering different small business possibilities, Sue Roegge, a former teacher, and her husband, Brian, settled in opening their own bookstore in Hudson in 2011, Chapter2Books. One of the main reasons why they chose to open a bookstore is that the trend of indie stores was, and still is, rising and thriving. In fact, the reason why stores like these exist and continue to flourish is because they offer all the same e-commerce options Amazon is providing (pre-orders, online shopping, etc.).

They contribute to the local community in certain aspects such as paying taxes, supporting local fundraising efforts, and becoming members of the town’s chamber. Sue emphasized that by running a bookstore in the community they could work with schools, libraries, and even other local businesses. "Bricks and mortar store owners pay taxes,” she added.

In an interpersonal scale, indie bookstores have an edge in the industry: the personal connection they cultivate. “We bring authors to town for events, we give discounts and freebies, and we take author events to schools and partner with libraries,” she enumerated. She pointed out that her personal favorite reason is helping reluctant readers find a book. “Other than the milestones of Brian and I raising our two kids, I grow more in love with him every time he connects with a grumpy pre-teen in the store.” Brian loves being in the store every day, interacting and inspiring kids and adults to try some book he personally recommends. He loves getting feedback from them. He has long conversations about books and reading with everyone who comes in their store.

Indie bookstores have an edge in the industry: the personal connection they cultivate.

“People are continuing to open stores. The trend is on the rise. I think people who open stores have had a lifelong love of reading and it’s a dream to own a bookstore.” And like any other ventures, running the bookstore certainly has and will always have challenges. One obvious element is nature itself. “I don’t have answers for some of them. For example, winter slump.” These of course cannot be avoided. “And yes, Amazon is our biggest challenge. The automatic linking to Amazon drives me crazy. Not enough people know indie stores are perfectly capable of selling online, pre-ordering, etc.,” Sue deplored. Perhaps in order to cope with this is by raising awareness to teachers that bookstores have a lot to offer.

In the case of e-commerce, authors are opting for electronic copies of their pieces and people are purchasing online. Sue tells NRM that authors come to their store hoping to be hosted an event for, and/or to sell their book. “We encourage [authors] to find alternate publishing platforms other than Amazon, like Ingram IPS, etc. I am 100% in on local bookstores. My true belief: cheap is not cheap. There is value in valuing what your local store offers you. This may be anecdotal but I know there are plenty of people who have never or are now turning away from their excessive Amazon purchasing.”

Bookstores like Chapter2Books are also general interest stores selling new and used books, gifts, toys, and games. Poetry groups and book clubs often meet inside these nests. And who doesn’t love book signings and story time? Want to open a bookstore? Definitely do it! Sue added that storeowners should also be ready to sell sidelines along their books, which also cannot be avoided. “Steps to press on: continue outreach and partnering locally, use social media to get word out that people can order online from us, do what small businesses do best while increasing online presence, and network with other indies.”

Indie bookstores are not just thriving, they are way ahead because of their appeal for personal connection. They are able to fill in spots where online stores lack, and much more. After all, indie bookstores can do what they cannot: hand selling and championing authors.