This is the conclusion of our two-part article on antiquarian book stores.
Antiquarian book fairs are marketed to booksellers, collectors and the general public through advertising, publicity and calendar listings in trade publications such as Book Source Monthly and Firsts; antiques publications; periodicals targeting book lovers, such as the New York Times Book Review; local newspapers; television (often cable networks, such as HGTV, which hosts series about antiques); and radio. These events are also publicized through posters—often displayed in bookstores, antique malls and tourist locations. Most fairs also have their own Web sites as well as links from sites that list antiquarian book fairs.
The primary and most effective vehicle, say book fair managers, is sending postcards to previous attendees. "That's really where our people come from," said one promoter. "The papers and trades are mainly to show our dealers that we advertise." Each fair maintains a mailing list ranging from 2,000 names for a regional fair to more than 15,000 for a large show.
As book fair attendance has begun to plateau, some shows are experimenting with new marketing channels. The Washington (D.C.) Antiquarian Book Fair advertised on cable networks with an upscale viewership paralleling the demographics of avid collectors, as well as on Washingtonpost.com and a local classical-music radio station. "We have a real core group [of attendees]," said Debbie Duff, former manager of the Washington fair. "I was just trying to go outside the box a little bit."
Effect of the Internet
The Internet has revolutionized all aspects of used and antiquarian bookselling, and book fairs have not been immune to its effects. Some dealers have reduced the number of book shows they do, which in turn decreases the number of dealers at each fair. This trend has especially affected smaller fairs and contributed to the demise of some.
"It's much easier for a dealer to stay at home," said Giles Hollingsworth, manager of the Georgia Antiquarian Book Fair and an Atlanta area bookseller. "A number have opted to do that instead of fairs, and that kind of hurts, because the customer would rather see 70 dealers than 50 dealers."
"The Internet has had a devastating effect on us, both in the number of dealers and in attendance," said Charles Kroon, owner of Chicago's Ginkgo Leaf Books and chair of the committee organizing two Chicago antiquarian shows. Yet, he said, exhibitors remain happy with their sales and purchases at the Chicago shows.
Andrea Klein, head of publicity for the Akron Antiquarian Book Fair and a manager/partner at The Bookseller, an antiquarian book store in Akron, Ohio, told PW that The Bookseller does fewer fairs than it used to. "It has to be a fairly cost-efficient show to make it worthwhile," she said.
Martha Kelly, owner of Gutenberg Books, in Rochester, N.Y., concurred, saying she can do better in her shop or via the Internet at a lower cost than going to fairs, which take at least a week to prepare for, in addition to the time and money spent on travel and exhibiting. Book fairs account for 5% of her annual sales now, versus 10%—15% a few years ago.
The Internet has caused prices of midrange books to decrease and has led to fewer on-site sales at book fairs, with some shoppers browsing the shows and then returning home to compare prices and make purchases. "There's no question the Internet has affected people's buying habits," said Brad Jonas, co-owner of Powell's Chicago, who is on the Printers Row Book Fair PR committee.
Still, book fairs have advantages over the Web. The Internet reaches a much wider audience than a book fair, of course, but doesn't lend itself to repeat purchases; it also doesn't allow for browsing. And, while Internet revenues are fairly steady throughout the year, book fairs can be an effective way to quickly boost cash flow. A dealer who sells $2,000 to $8,000 per month over the Internet could sell that much or more in one day at a show, according to Bruce Gventer, a bookseller and owner of show promoter BABF, which runs eight fairs a year in partnership with other promoters—including those in Greenwich, Conn., Stockbridge, Mass., and Portland, Maine.
The high price point of antiquarian books means customers often want to see the merchandise before they buy, particularly if they haven't worked with a particular dealer. "If you're going to spend $75,000 on a book, you certainly want to look at it very closely," said Michael Hackenberg, owner of Hackenberg Booksellers, El Cerrito, Calif., and chairman of the California Antiquarian Book Fair's organizing committee.
"People still like to touch and feel the books," agreed Ray Walsh, owner of Curious Books and co-manager of the Michigan Antiquarian Book and Paper Show.
Some dealers and promoters believe the Internet has benefited book fairs indirectly by increasing the public's awareness of antiquarian bookselling. They also reported that some of the exhibitors who left to concentrate on Web sales are coming back now, as are attendees. "We think the worst is over," said Ruth Tepin of Curious Bookshop in East Lansing, Mich. "True antiquarians and history buffs want to see and touch the items before they buy."
For the most part, booksellers enjoy the social aspect of antiquarian fairs, learning from other dealers, noticing trends in pricing and collecting interests, catching up and having fun. Kroon, who currently does three to four fairs a year and plans to increase that number to seven or eight, echoed other dealers when he said, "We enjoy it. There's just something about being around other people that do this."
Attendance Is Local
Attendance at antiquarian book fairs ranges from as low as 500—600 for a one-day regional fair such as New York's Cooperstown Antiquarian Book Fair to as much as 4,000—5,000 for a large fair in a metropolitan area. Most fairs average between 1,000 and 2,500. ABAA fairs can attract more people—the last fair in San Francisco drew 10,000 attendees—while a major book festival such as Printer's Row attracts 75,000.
The Michigan Book and Paper Fair is typical of many in the geographic origin of its attendees. Most come from within a 75-mile radius of Lansing, where the fair is held, yet several visitors noted on comment cards that they had traveled 150 to 200 miles to come, according to Ruth Tepin.
Dealers pointed out that attendance does not necessarily correlate with success. "Volume has been down across the board at all the shows," due to the economy and September 11, said Debbie Duff. Yet some dealers had their best show ever this year. "A dealer can have a great show with just one customer," Duff said.
Shows also can be a means of developing new collectors, however. Denise Gottlieb, owner of the trade show producer American Book Fairs Inc., said that at each of her three L.A.-area shows, she collects 75 to 100-plus new additions for her 6,000-name mailing list. She uses the list as a means to turn casual attendees into serious fans.
Each fair, with its local attendees, has a unique nature, requiring some tweaking of inventory. Rob Rulon-Miller, a book dealer in St. Paul, explained that 60%—70% of his stock remains the same from fair to fair—essentially, his best books—with the remainder tailored to the occasion.
