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That sentence alone is enough to send chills down my spine. No
bookstores? I can't imagine a world without them. Yet the fact of the
matter is, that's likely where we are headed.
I don't often share this, but you know that term "bucket list"?
One of my bucket list items is to get locked in a bookstore overnight -
with a fully-functioning Starbucks of course because a girl needs her
caffeine to stay up all night and dig through the thousands of titles on
the shelves. Truth is, that one bucket list dream may never come true
(and I suspect, neither will the dinner date with Bradley Cooper,
either). Let's face it, the world is changing rapidly. Amazon is making
book access so much easier and without having to get in your car and,
you know, drive somewhere. Look, I do love Amazon and what they've done
for indie authors is tremendous, but the opposite side to all of this
good is that bookstores are desperately trying to find a market.
Ironically, in the mix of all of this, the independents, once proclaimed
to be dead, are not fairing as badly as the chains. Well, the chain:
Barnes & Noble.
My prediction, though perhaps wild and seemingly out there, is
that we're going to start seeing more niche stores, so children's
bookstores, all-fiction, etc. because at the end of the day, we are
catering to an audience who doesn't want to have to sift through
hundreds of books to find the niche they are looking for. We live in the
custom society: custom coffee, custom cars, custom pretty much
everything. Would the same go for bookstores? Sure, why not? I also
think that we're going to start seeing a lot more book departments
expand within stores. Hallmark has been experimenting with this for
years, though granted their book section is small compared to everything
else they offer, they could expand this, too. I don't think you'll see
airport bookstores go away anytime soon. There's a need there, gotta
have something to read on the plane, though the surge of eBook purchases
may change the need for those too.
Let's face it, the structure is changing. Ironically it's not
going in the direction we once thought. A few years ago many bloggers
said that libraries were a thing of the past, sweet but ancient
dinosaurs. However, libraries have seen a resurgence in a down economy
and librarians are eager to keep step with technology, offering eBook
lending, etc.
The biggest challenge we face as authors and book promoters is
that if, in fact, bookstores go away that takes away a huge chunk of
those trusted book connoisseurs who would otherwise be out, on the
frontlines, recommending books. Also, the shelf space, which for most of
us isn't really a factor since our books won't be in bookstores anyway.
But for those publishers and titles that depend on bookstores, how will
they gain exposure? The answer is, of course, online.
I think as we see the market changing, we're going to see things
like niche social media sites, which despite Facebook's online real
estate could pull in more readers because, again, we want what we want.
We don't want to sift through tons of data to find that great, new read.
Free books and excerpts will become a must. I've spoken with a
lot of authors who feel this is just something they don't want to do.
The numbers would, however, encourage a second look. Whenever we've run
freebie campaigns we see a huge uptick in sales after the freebie is
over.
Book bloggers: As time progresses, we'll need more voices out
there. As we do now, we'll start seeing a lot of niche blog communities
popping up and, I dare say, that if the bookstore demise happens we're
going to see a lot more paid reviews.
Paid placement: Yes I think you'll start seeing much more of
this. Though not through ads but through paid content online. Some call
it advertorial, and perhaps that's a better term for it, but I think as
we progress content generation to drive sales will become a huge factor.
What can you do now, this far ahead of the curve? Candidly, I
think we'll start seeing the downturn of the bookstore right after
Christmas. We're seeing it now already but as 2013 continues, more and
more of the sales numbers are going to be facing a decline. What you can
do now is stake your claim. Make friends with bloggers, network, put
out good content. Don't wait for the bookstore rug to be ripped out from
under you before you act. Do it now. And when the eventual demise of
bookstores happens, you'll be ready to face that challenge.
Many of us ignore the library market because it's not glamorous,
but guess what? Librarians are a fantastic group of book lovers who
could really help your book succeed. Been ignoring the library market in
lieu of something more glamorous? You may want to rethink that
approach.
No one wants to see bookstores go away, least of all me. But the
writing has been on the wall for a while and even if I'm wrong, which
would be great, I still think that the online world will become more and
more significant in all of the ways I've described. Let's face it. With
all of the books published each day in the US, the market has been
expanding on one side and shrinking on the other for a while.
So, head to your local bookstore and support them, but make sure you keep an eye on the future.
Reprinted from "The Book Marketing Expert
newsletter," a free ezine offering book
promotion and
publicity tips and techniques.
http://www.amarketingexpert.com
