Bookstores find creative ways to attract buyers
In the wake of the e-book revolution, mom and pop bookstores all over the country are turning a new page. They’re seeing a rise in sales, interest and connection.
“It’s such a community operation and the events that are held,” said Ellen Scott of Santa Cruz.
“I like to have my hands on a real book,” said Jim Moher from San Leandro. “Just don’t do e-books.”
According to a recent report, print sales are up 50 million units since 2013. Independent bookstores have added more than 500 locations since 2010.
“I think that our generation is more interested in reading books to learn,” said book reader Kjersten Jensen. “I know a lot of people who don’t go to college anymore because they’re like there are so many books available I can read up on everything.”
Bookshop Santa Cruz owner Casey Coonertyprotti said creating more authentic experiences is what sets them apart from the big box retailers and online stores.
“When you have a chain bookstore, they’re all cookie cutter right, they’re all the same,” said Coonertyprotti. “But we’re in Santa Cruz County. We hopefully know what people in Santa Cruz County are interesting in. What’s hitting the news locally.”
But owners said the online competition is definitely challenging for them. They have to do more than sell books to stay relevant.
“We have a lot of different programs going on,” said Coonertyprone. “One of the things is bringing in internationally known bestselling authors to town, so people get to meet the people who are writing the books that they love.”
They also host reading challenges, a books and brews program and offer local publishing opportunities.
“Book owners have to continue to innovate,” said Coonertyprotti. “They have to find ways that people can connect around books.”
ORIGINAL STORY: After taking a series of hits from online sellers and downloadable e-books, independently-owned bookstores seem to be making a comeback. It just took a little reinventing.
KION’s Maya Holmes talked with local book retailers who say they are turning to creative marketing and special events to attract customers.
Tonight, Maya reports on the growth locally of reading challenges, meet-the-author events and in-store promotions.
