Fifth New Age Trade Show Thrives
Lynn Garrett -- 7/10/00
The fifth annual International New Age Trade Show (INATS) met at the Denver Merchandise Mart June 24-26, demonstrating continued growth in traditional New Age book categories and in nonbook sidelines; new imprints aimed at teen readers; and a wary optimism from independent booksellers.
This year's show offered 1,383 buyers (up from last year's 1,147) the opportunity to peruse the wares of 251 exhibitors. Reflecting the product mix of many New Age specialty stores, 147 of the exhibitors displayed sidelines, 21 showcased music and 47 were book publishers (down from last year's 51); the remainder were distributors, magazines and representation services. Last year's $25 entrance fee--a source of unhappiness for both exhibitors and attendees--was eliminated, which may have contributed to the increase in buyers attending.
Exhibition organizer Susie Hare--whose company, New Age Trade Shows Inc., owns the show--said she had a waiting list of 50 exhibitors. And while she wasn't "rigid" about the book/ nonbook exhibitor ratio, Hare told PW, "I am trying to market more to publishers and maintain a balance." Hare plans a winter show, scheduled for January 6-8 in Orlando, Fla., focusing on environmental issues and alternative health. The new show will be called the Trade Show for Conscious Lifestyle, Hare said. It will be similar to INATS in size, "but it will have slightly different focus," she said.
There was overall agreement that traffic was good and all who spoke with PW seemed satisfied with this year's show. Element Books' sales and marketing director Nancy Fish told PW she had written lots of orders.
Nonbook products did dominate the show floor, and even bookstores seemed to be primarily interested in seeing new sidelines and gift items. Stan Madsen, co-owner of L.A.'s Bodhi Tree, agreed, but told PW he comes to INATS for "shoptalk--finding out who's doing what." Madsen's store is celebrating its 30th anniversary this year, but the venerable shop faces the usual problems. "Metaphysical and religious books are so popular now that they can be found everywhere," Madsen said, "but specialty stores still offer a vital environment. So we're doing okay."
Another optimistic bookseller was Norman Snitkin, co-manager and book buyer for East West Bookshop of Seattle. Snitkin invested more than $250,000 to double the size of his 11-year-old store to 6,600 square feet. He agreed with Madsen that a store of at least 5,000-6,000 square feet "seems to be optimum" for success.
Other milestones were celebrated at INATS. NAPRA (Networking Alternatives for Publishers, Retailers and Artists), the New Age industry trade group, celebrated the 25th birthday of New Leaf, the oldest and largest New Age distributor, at its Friday evening reception. And Inner Traditions marked its 25th anniversary by announcing the launch of its teen line, Bindu Books. Sales director Susann Cobb noted, "There's been a real need for these kinds of coming-of-age titles for this age group." Inner Traditions was one of several publishers offering titles on Hawaiian culture and spirituality.
Although the news was not announced officially at the show, it reached PW's ears that Inner Traditions had just acquired Bear & Co., a publisher of Native American and general spirituality and other titles of New Age interest.
Classic Categories Strong
Publishers pointed to the continuing strength of the classic New Age topics: Wicca, Tarot, bodywork techniques, yoga, tribal body adornment, astrology, alternative health, women's spirituality (especially ritual), sexuality and Buddhist practices. Feng shui is still hot, to the surprise of many. Newer trends include a focus on YA spirituality and an increased number of ecospirituality and indigenous culture titles.
Although there was lots of fiction in evidence, publishers admitted that efforts to duplicate the success of The Celestine Prophecy have not yet paid off. Besides nurturing talented writers, Hampton Roads publisher Robert Friedman feels the key is getting retailers to shelve the books properly. When customers ask for something "like Celestine," said Friedman, retailers should be able to "point them to a visionary fiction section." Hampton Roads had just released two new novels, Motorcycle Enlightenment by Charles Sides and Dead Water Rites by Monty Joynes (both July). At INATS, Hampton Roads hosted Neale Donald Walsch at a Sunday evening launch party for its new Walsch Books imprint, which will offer fiction and nonfiction. First titles are The Greatest Spiritual Secret of the Century by Thom Hartmann (Mar.) and Spiritual Matters by Michael Lerner (June).
At Crossing Press, there was joy at the discovery of evidence that there may once have been water (and therefore life) on Mars, a theory espoused in its Dead Mars, Dying Earth by John Brandenburg and Monica Rix Paxson (Mar.). The authors are currently on a 30-city tour.
Janet Goldstein, editorial director of Penguin Putnam's Arkana imprint, announced its relaunch with a new name, Viking Compass (hardcover) and Penguin Compass (paperback). Goldstein explained the line of books is being broadened to include history, Eastern and Western religion, memoirs and "defining books of spiritual practice." Goldstein described INATS as "a place to confirm our direction and tap into trends."
Llewellyn fielded eight authors for signings at the show, including the popular Silver Raven Wolf, author of Witches' Night Out. Publicity manager Lisa Braun noted buyers' enthusiasm for the house's YA titles. Conari Press also saw bookseller interest in YA spirituality, Wicca (especially Simple Wicca by Michele Morgan, an October release in its Simple Wisdom series) and women's spirituality and ritual, like its Jump Up: Seasonal Celebrations from the World's Deep Traditions by Luisah Teish (Nov.).
The Coalition of Visionary Retailers (COVR) held its annual meeting, workshops and awards ceremony at INATS. The group was formed three years ago to provide New Age retailers with their own nonprofit trade group. COVR president Chad Darnell of Etherean Music told PW that the board of trustees had been finalized and that more than 50 new members were signed up.
Next year's INATS will again be held at the Denver Mart, June 23-25.
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