All right, there are a few awards I figured I’d never get, and I got both of them this year—one was the Western Writer’s of America Spur Award and the other is the Mountains & Plains Independent Bookseller’s Association (Regional Book Award - Fiction) Novel of the Year.
The MPIBA fall meet back in 2004 was the first event I ever attended, I mean the first, and I learned a lot—namely, how to behave like an author or at least pretend. Viking/Penguin had been kind enough to send a couple of cases of THE COLD DISH, the first in my Sheriff Walt Longmire series, to the event. Basically, I was supposed to hand out ARCs of a book that wasn’t going to be available 'till January and wondered what that was all about … Like I said, I had a lot to learn.
Booksellers were kind, taking a novel from some cowboy who looked more like he should have his hind end on a horse rather than espousing on literature. They asked me questions for which I was sorely unprepared, outrageous questions like, “What’s the book about?”
I’d stand there for a few long seconds thinking about a novel I’d been formulating for the last decade and with that sum of collective knowledge, say, “It’s about a sheriff who …”
Suddenly a hand would rest on my shoulder and the patient voice of Eric Boss, ace sales-rep for Penguin USA would intone, “It’s a character-driven mystery, literary in nature …” And would go on from there. By the time the day was over, booksellers would ask what the novel was about, and I would dutifully and proudly proclaim, “It’s a character-driven mystery, literary in nature …”
I learned a lot at my first MPIBA conference, but the most important thing I learned was that I liked talking to readers and bookstore owners about books, especially my books. It was a revelation, and one I’ve continued to enjoy. Bookstore owners would take the novels, and I’d sign them and ask them where their store was. They’d demure and assure me that I wouldn’t know the location of places like Wheatland, Wyoming. Whereupon I would assure them that not only did I, but that the Brown Derby Café (now closed) is a great place for a burger.
I still remember New York e-mailing and asking me if I was really doing a signing at Wheatland Mercantile Booknook-Gunsmithing-and-Quilting Supply?”
You’re damn right I was, am, and do, every year.
I still remember how happy I was when THE COLD DISH earned a Booksense nomination simply because as readers go, this was the cream of the crop—people who really knew books. Imagine how happy I was when DEATH WITHOUT COMPANY, KINDNESS GOES UNPUNISHED, and ANOTHER MAN'S MOCCASINS did, too. My streak has continued with THE DARK HORSE, even as the honor has changed to IndieNext.
I’ve been fortunate enough to have had numerous successes with my books, but I still remember the geographic area that made it all possible, all those booksellers that said to their customers about an unknown author’s series, “It’s a character-driven mystery, literary in nature …”
No group I owe more to or respect as highly.
Thank you,
Craig Johnson
www.craigallenjohnson.com
The deadline for ordering the 2009 MPIBA Winter Catalog is just over a week away. If you’re not sure whether it can work for your store, consider this: last year, because of the way we featured the 2008 catalog titles in our shop (see photo below), and because we sent the catalog out in nearly 19,000 newspapers in our community, we were able to collect enough co-op to not only offset all of our expenses, but to also bring in an additional $4,500. How’d we do it?
First:
Order the books and get them out on the floor. Heaping piles of ‘em. Display them in your most prominent locations—festive holiday windows, front-of-store shelves or tables, endcaps, etc. For the past few years, we’ve dedicated every endcap to catalog books—each one featuring artwork from the catalog and language out of it—“Memorable Lives,” “History,” “Humor,” etc. Choose the books that you know match your store best—there’s no need to feel like you’re letting the publishers dictate your picks, since there are so many great titles in there.
Next:
Get the catalog in your customers’ hands. We’ve found that investing the $1,300 it cost us to stuff them into our three local newspapers more than pays for itself. Folks carry them into the shop, dog-eared and marked up, ready to holiday shop for everyone on their list. We start stuffing catalogs in bags in mid-November, send them out in newspapers right after Thanksgiving, and have stacks of them all over the store.
Finally:
Write up your co-op requests and send them out to the publishers in November, before the holiday crunch really hits. MPIBA provides a very helpful title list, divided by publisher, so you don’t have to flip through the catalog itself to figure this out. I’ve asked for $50 per title with lots of success, explaining that each title is being promoted through in-store display as well as newspaper inserts. Keep in mind that the publishers have already paid a bunch to get these titles in the catalog, so it’s wise not to ask for too much co-op per title. What you want to demonstrate is that you’re behind these books, you’re recommending them to holiday shoppers by really using the catalog to its fullest advantage.
Make It Easy:
Make the process easy on yourself—it’s a busy time of year, after all. Create one form where all you’re switching out is the titles, ISBNs, and total amount you’re claiming from each publisher. Mine is very basic and I’m happy to share it.* I would guess I spent a total of about 10-15 hours preparing our claims and following up on them for the 2009 catalog—hours that can be pretty tough to squeeze in during the holiday rush; if you do the math, though, unless you’re getting paid a whole lot more than the rest of us, that’s time well spent.
*Click the link below to download Libby's Co-op Request Form
WC08_HarperCollins_Catalog_CoopRequest.doc (31.00 kb)
Positive Results with Publishers:
We’ve had positive results collecting co-op from all the major publishers, including HarperCollins, Penguin, Hachette, Norton, Houghton Mifflin, Random House, and Simon & Schuster. And the end-of the-year timing of the catalog means you can often use up co-op pools you haven’t depleted before they expire.
Oh, and we sold a ton of books, too.
Get into the Winter Catalog Spirit at Your Store:
One more idea to share, to get your staff into the Winter Catalog spirit. Each year, we draw numbers and place our bets on which title from the catalog might sell the best for us between Thanksgiving and Christmas. The winner receives a gift card from the local business of his or her choice. It’s an effective way to get us all really familiar with the books in the catalog, and it’s created a fun holiday tradition.
-Libby Cowles, Maria's Bookshop in Durango, Colorado
I’m lucky in that my job requires that I visit many of the best bookstores in the West, which means, some of the finest bookstores in the country. I am always amazed to see the creative displays and feature areas of the different stores. Having spent many years in retail before flipping to this side of the business, I really appreciate the thought and work that goes into this kind of merchandising, and there is no better way to get good ideas than to steal them from another willing colleague. Booksellers are nothing if not generous with sharing their ideas, as is obvious at every trade show or Winter Institute presentation or roundtable. Sometimes though, it is the simple idea that might not make a discussion that sticks with you. These ideas can be picked up best by visiting other bookstores in your area, or any area you happen to be visiting.
One of the reasons that booksellers have been so interested in the “bookseller exchange” program that MPIBA encourages as an experiment is not just for the exchange of booksellers, but the exchange of ideas that go with it. This was also true of the MPIBA spring Regional Focus Meetings in Austin, Texas and Edwards, Colorado. These meetings were not only a chance to network with fellow booksellers, but to see a store that you might not have previously visited.
Two booksellers in the San Francisco bay area recently made a tour of stores in their area and they were thrilled to be able to come home with some great ideas. Sheryl Cotleur from Book Passage documented her trip with Paul Yamazaki, of City Lights Booksellers in a recent NCIBA newsletter. You can read her article below. I know your time is tighter than ever these days, but I urge you to get out and see other stores in your area and take advantage of this valuable resource to better your own store for the future.
- Jim Carretta, Regional Sales Manager, PartnersWest Book Distributing
(Jim is pictured above in Estes Park, Colorado, with his Leonberger dogs: Hershey on the left and Raleigh on the right)
Touring Bookstores Bay Area Style – April 2009
It started as an idea to become familiar with stores not visited in years, in some cases ever, and ended being a trip of connection, delightful discoveries, reenergized relationships and a deeper appreciation for the diversity of Bay Area bookselling. Paul Yamazaki and I discussed taking a day or two off to visit bookstores outside of San Francisco so one Thursday in April we left San Francisco at 9 am and 32 miles later arrived at Kepler’s in Menlo Park. We visited with Clark Kepler, Frank Sanchez and Marilyn Smith and other staff and admired the results of their recent remodel. The store feels bright and airy. There are lots of tables of intriguing face-up choices and plenty of staff to answer questions and help you find things. Paul and I loved the custom designed cash register area on hidden wheels so it can be moved when need arises or to accommodate large events. Kepler’s has a powerful community feel with plenty of signs encouraging shopping local and joining their membership program. Book selection covers everyone from college kids to business people to families looking for puzzles or books to read together.
Then on to Rakestraw Books in Danville 55 miles later. By happenstance our tour managed to include the just moved and remodeled new location of Rakestraw Books. Michael Barnard has got to have about the prettiest bookstore in the area. His bright yellow, red and blue walls accented by wonderful carpets over a bare but beautiful floor make for a stunning space that includes wonderful tables and lamps. Paul and I felt how much the space just brings out the simple pleasure of shopping and the layout encourages one to wander everywhere. We loved the unusual combination of subjects imagining how much the customers must delight in finding treasures next to known authors. Michael was careful to include in his new store the ability to create a large welcoming space for events. Also because of all the large windows on to the walkable street one imagines folks flocking to this inviting store.
Next 18 miles later we pulled up at A Great Good Place For Books in Oakland. Kathleen Caldwell’s store may have been the smallest we visited but certainly does not lack for a large selection of books. She knows here neighborhood and her authors so it’s a reader’s paradise. Specializing in literary fiction, young adult and children’s books A Great Good Place For Books lives up to it’s name. Kathleen talked about her thriving book club business and her off site sales program. Her store is a great example of a smallish space with long arms into the community. Paul and I loved the well-crafted signs everywhere that said if you loved this book; naming a title, then try these, with descriptions of 4 more choices. Paul commented on the quality of these recommendations and later even pulled a few books off the shelf unknown to him.
On our way again we, after 10 miles, ended up at Mrs. Dalloway’s also in Oakland. This time it was late enough that we missed the owners Marion Abbot and Ann Leyhe but were greeted and welcomed by Frayda Simon and Michael Ichioka. First one had to spend time on the sidewalk admiring the window displays. It amused Paul no end that the full size mannequin of Mrs. Dalloway in the window was reading a copy of Poetry As Insurgent Art. I took pictures to send to Lawrence (Ferlinghetti, poet, publisher and co-founder of City Lights) at Paul’s request. This store has the feel of being outdoors while inside, perhaps because of the large gardening section, high ceilings and light green and white colors. We were completely taken with the large bowl of beautifully reproduced free poems given out for poetry month and the truly wonderful poetry section. We were told Mary Fox was responsible, bravo! I loved the shelf talkers here and as Frayda pointed out the large ampersand symbol on the front desk perfectly expresses the symbiosis between the gardening section and literature. Mrs. Dalloway’s is looking forward to some remodeling soon that will expand their space. This day ended with a brief stop into Diesel to read some of their vast number of cheeky and delicious shelf talkers and then on to some food and drink to talk over the day.
The very next Thursday we continued by going north. I picked Paul up at 9 am at the Larkspur Ferry and traveled the very short distance to my stomping grounds Book Passage. Paul got a good look at how we’ve evolved over the years into two buildings and extra classroom spaces to accommodate our expanding list of community events and conferences. Mostly though Paul, as buyers do, focused on looking at books. It was fun to have him over to our place.
Then on the road again and up to lovely Sonoma where 26 miles later we landed at Reader’s Books. Owners Lilla and Andy Weinberger greeted us as soon as we stepped inside. This is a charming store completely woven into the fabric of the community selling, lately, premium fresh organic eggs along with a few chicken books and a heady mix of fiction. Reader’s also has great current non-fiction, children’s books and an especially rich cookbook selection. In fact you can get a bottle of locally produced olive oil there also. Don’t get me wrong; the store is all about books with just a few food items to make things interesting. Lilla, Andy and their staff move around their favorite and featured titles often to keep the surprises coming for their loyal customers and they have a wonderful patio out back to accommodate good weather events & readings – good weather being in abundance in Sonoma.
After lunch it’s back in the car for a 45 minute drive over 29 miles of gorgeous countryside to Sebastopol where we visited Copperfield’s. This store houses the offices of the 6 store independent chain where we got to visit with Ty Wilson, the buyer and Robin Laine, the store manager. Also events coordinator Stephanie Deignan jumped in with tales of lively things they are doing like hosting an on going chess tournament in the front window all summer and having a local dance troupe perform in the back parking lot. Robin told us how their community was the Berkeley of Sonoma County and therefore their stock and events reflected that. Ty, Paul and I chatted a bit and looked around at the books enjoying Copperfield’s particular unique mix of selections. This store has a local authors section as well as tables full of current paperback fiction and non-fiction artfully arranged and also wonderful signage! Robin tells us that there’s a large community of artists all around who make their presence felt both in book selection and in what they produce, show and sell.
Then we moved onto Pt. Reyes Bookstore some 33 miles and stunning vistas later. The road meandered through vast ranch lands to the edge of Tomales Bay and down a part of that coast. Pt. Reyes has not lost one whit of its local charm and vibrant ranching community feel while also serving its expanding creative population of writers, artists, poets, and thinkers. In fact the sustainability movement, both practical and philosophical, is most strongly felt here and the bookstore reflects that. Paul was impressed with the quality of books packed into this 1000 square ft. store saying they actually bore some resemblance to the kind of books living on the shelves at City Lights. Owners Steve Costa and Kate Levinson could not be on hand to greet us but Steve and I spoke the day before. I was fascinated to hear details of their two Geography of Hope conferences, the first on Wallace Stegner whose writings provided the title & the philosophy behind it all and the second on writing on farming and the rural life. These conferences in back to back years took place over 3 days, drew 600 participants, over 35 renown authors and created excitement far and wide. Steve and Kate hope to continue this weekend conference every other year now on related topics.
Though it was hard to choose which wonderful place to have dinner we drove another 14 miles into Bolinas, because, well it’s Bolinas. After a leisurely drink at Smiley’s with the house dog for company we went across the street for dinner and much conversation – reviewing the entire experience. We wished we could continue on other days and visit every single independent bookstore, large and small within 100 miles of San Francisco. Finally when time to go we drove the coast highway back, which even at night is lovely, and after another 32 miles arrived at Paul’s doorstep. I then turned for home. It was 10pm and the end of a truly remarkable and fun 2 days. We were encouraged by the breadth and depth of Bay Area bookselling and enlivened by visiting our brethren booksellers. We saw evidence in every store of creative efforts to continue to bring cherished, hand selected good quality books to each community – something that is becoming increasingly difficult in this economy and culture and yet still is a labor of love. Everyone we visited wished they were on the trip with us and to that we say grab some friends and do your own trip! You will love it and the people you visit will love having you come by. We are a most welcoming community!
-Sheryl Cotleur, Buyer, Book Passage and Paul Yamazaki, Buyer, City Lights