In the 11 years since the show now known as BookExpo America was held in New York City, arguably no part of the book world has changed as much as the American Booksellers Association and the group it now represents: independent booksellers.
Consider: in 1991 the ABA's "full bookstore" membership category of nearly 5,500 included chains and independents, which together accounted for roughly half of all book sales in the country. ABA's headquarters were in an office condominium not far from the Javits Center. With a board of 20, the association had begun an ambitious publishing program that included the profitable Chronicle of the 20th Century and the unprofitable American Spectrum Encyclopedia. The ABA was setting up a self-insurance company, a credit union and a separate corporation to run the convention and trade show, which provided more than half of its revenue and accounted for a great expenditure of time and energy. The association had an extensive program of bookseller schools for future and current booksellers that were held regularly around the country. The first ABBY award, now known, in expanded form, as the Book Sense Book of the Year Awards, was given. The ABA had a monthly magazine and a weekly newsletter.
Now, the association has 2,300 members and a focus on what it calls its "core member": the independent bookstore, with store-front locations run by professional independent booksellers. Its board has slimmed down to nine members, but is aided by two advisory boards, one composed of booksellers and the other of representatives from throughout the industry. The ABA hews strictly to a strategic plan, the first of which concludes this year. News and communication with members is handled electronically via the association's Web site and e-mail. After plummeting in the 1990s, indies' market share has stabilized at just under 15% for the last few years.
Since 1991, the association has filed suits against publishers and chain booksellers. Although it settled with Barnes & Noble and Borders last year, the ABA considers all the litigation successful since it focused industry—and some consumer—attention on the issue of a level playing field and made terms much more fair than they had been. "Monitoring trade practices and keeping vigilant remains a significant priority of the association," said ABA chief operating officer Oren Teicher. "Following the last settlement, we are looking at other ways than litigation to achieve that."
One tool in this area is the new ABA Book Buyer's Handbook Online, which went live April 26. The association hopes, in essence, that it will help keep suppliers honest: publishers and booksellers are encouraged to list all terms and deals that they offer and are offered, respectively.
In two transactions in the 1990s, the ABA sold the trade show to Reed Exhibitions, a corporate cousin of Publishers Weekly, for some $34 million, which made the ABA financially stronger than most trade associations. Although the ABA has used the endowment to help pay for its litigation, it otherwise uses interest from the money to pay some operating expenses.
The association also bought property in Tarrytown, N.Y., which has been a solid financial investment, if not used quite in the manner it was intended. Booksellers schools are not held there, and less space is needed these days since the staff has shrunk to 35 from 60, in part because of the sale of the trade show. As a result, the association rents out space and currently has three tenants. "Whether the property fits with the association's long-term needs depends on the new strategic plan," Teicher said.
Perhaps the most striking change is the development of Book Sense, the ABA's marketing program. The five major elements of the program consist of the Book Sense 76 lists; the bestseller lists; the ad campaign, particularly in the New Yorker; gift certificates; and BookSense.com.
Michael Hoynes, ABA marketing director, said that Book Sense has taken root faster than expected. Teicher added that five years ago, "many would have laughed at the notion of 1,200 stores working collaboratively."
Carl Lennertz, publisher program director, noted that "Book Sense is more and more a part of the daily dialogue at publishing houses." He adds that the program plans to expand the number of regional and specialty bestseller and 76 lists.
BookSense.com, the ABA's online bookstore, has been operational for 18 months. "We're participating in an increasing number of promotions and partnerships," reported Len Vlahos, BookSense.com director.
The program will continue to evolve. As ABA CEO Avin Domnitz said, "The goal over the coming years is to keep building on what has been established in order to maximize the sales and marketing impact of Book Sense and all ABA programs."
While no one knows what the next threat or opportunity for independent booksellers is, the membership and association are debating several issues concerning future directions. One is whether and how to reach out to "sellers of books whose product mix is not predominantly books," including, for example, independent toy or gift retailers and used bookstores that sell some new books. Another is how the ABA can become more involved in the movement to revitalize Main Street shopping areas and promote independent businesses in those areas, something that has been explored by booksellers in Boulder, Colo., and some towns in California, for example.
While many booksellers, particularly general bookstores, are pleased with the direction of the ABA, some lament a few points, from as seemingly insignificant as the elimination of the membership department to the lack of "print" publications.
Some have criticized the contraction of the educational program, but the association considers the reduction to be a response to market forces: fewer people are interested in becoming independent booksellers. (In fact, Teicher said, the "popular misconception" is that more stores have closed in recent years. In fact, even in flush times, stores closed. "There has always been churning," he continued. "The difference now is that not many new ones are being opened.") The association offered its third annual school at BEA, and a new "version" will make its debut at some of the fall regional bookseller association shows.
Some smaller and specialty stores have expressed concern that the association is neglecting them. Teicher noted, however, that it plans the usual specialty roundtables at BEA, and that Book Sense has created specialty bestseller and 76 lists and believes its gift certificate program is especially beneficial to specialty stores. One difficulty, he noted, is that beyond such specialties as mystery, gay and lesbian, children's, African-American and travel, the stores in any particular specialty can number "one, two or three."
Still, as Teicher noted, consensus is that ABA's central role should be "to advocate on behalf of independents." We'll check back in 2013.
