我们将如何阅读: 主街?

发表于 ç. M. 鲁宾于十二月 13, 2011

“独立书店创造选择的，社会是希望看到产品组合的兴趣。” — 奥伦Teicher

主街是开了一个有前途的节日, 与网上和店内结果表明销售独立书店都好起来了 2011 过 2010. 尼尔森BookScan感恩节一周升幅为 15.5% 在同一个星期 2010, 而在店内的网站搭载ABA IndieCommerce增加 60% 感恩节周末 (黑色星期五通过网络星期一) 过 2010.

The challenges that independent book stores face this holiday season are the same challenges that most brick and mortar retailers will face. The good news is that independent book stores can always be relied upon for extraordinary entrepreneurship. 其结果, many are already redefining their role for the future by finding new and compelling ways to differentiate themselves from online retailers. I had the pleasure of chatting with Oren Teicher, 美国书商协会CEO, 有关负责主街书店的复苏的关键因素, 除其他事项外.

我们将如何读取未来?

首先, 我绝对相信，在所有我们看到在出版的变化, we will grow the number of readers. What we know about book buyers is that they behave differently at different times. They buy books in different places. They read different titles. If you’re a reader, you don’t read one kind of book nor do you buy your book from only one retailer. The anxiety that exists in certain circles about the book business that the digital format is going to make print books obsolete is nonsense. We think the formats are going to complement each other. 事实上, we believe the formats will not only complement each other but will help each other grow and become stronger. An analogy that is often used is the movie business: 早在1950年, people thought that television was going to put movies out of business. Why would anyone go to the movies when you could watch television in your living room? Fast forward sixty years, it’s clear there’s a pretty strong movie business in America and a pretty strong TV business. These are different formats, 和他们做相得益彰.

什么样的趋势是你的书籍类型方面看移动更迅速地向数字格式?

There are obvious categories that lend themselves to the digital format. I think genre fiction (神秘, 浪漫, 与科幻小说) lends itself to the electronic format because people are much more interested in immediate access to the latest titles and far less concerned about having a physical copy of the title on their shelves. In non-fiction you’ve got travel books, which is another example of a category for which there is a real advantage to having the content in an electronic format. 然而, 我认为我们应该小心从目前的趋势绘图太多结论. We don’t have enough data to really know what is going to happen. Last holiday season, millions of readers got iPads, 点燃, and Nooks. In January and February 2011, we saw a significant decline in sales in book stores. Time passed and some people still loved their new devices, 但是除了, 与他们玩了一会儿后，, 别人决定电子阅读器是不适合他们, and now those devices are collecting dust in their drawers. We expect this holiday season there will be another avalanche of e-readers. And a certain number of people are going to consume books in a digital format, 但我认为这是太早知道多少. 到底, 我认为一个非常大量的读者最终会看书的两种格式.

在ABA将如何参与到电子书的收入机会?

For almost a year we have had a partnership with Google. There are around 350 使用我们的电子商务平台销售数字内容的会员店, and we are selling Google eBooks across the network of participating indie book stores. What we have learned is that it’s a lot more about the device than we originally thought. We’re aggressively in the process of trying to develop a device that our members can sell as well. There are of course many devices, and we will work with anyone who can assist our stores to sell digital content. 如你所知, 各大出版社都采用代理模式 (在代理模式的出版商设定的价格，指定代理 — 在这种情况下，书商 — who will then sell the book and receive a commission on that sale). With regard to the sales of digital content, under the agency model the publishers are setting the price. If you search for an e-book title on an ABA member’s website and then you search for the same title on another retailer’s website, you will find in very many cases that the price for content is the same. The agency model has leveled the playing field.

“越来越多的美国人认识到支持他们的当地企业有利于地方经济” — 奥伦Teicher

ħ嗷嗷没有国界的损失影响到你的成员?

There are millions of customers who were shopping in Borders who don’t have a store today. Clearly for our members that was an opportunity. And despite all the quantum leaps forward with technology, nothing beats a physical bricks-and-mortar store to browse and discover new titles. Independent book stores pride themselves on being interesting and exciting places to shop, where you can meet knowledgeable and passionate booksellers. It’s an environment people like to come and hang out in. Independent book stores create interest by selecting a mix of products that the community is interested in seeing. They also are very active in hosting in-store events, which attract people to the stores. 此外, 它们可与当地的咖啡馆协会, restaurants and art galleries. These are the things that book stores do to connect to their customers. 还, 越来越多的美国人认识到支持他们的当地企业有利于地方经济.

你认为是这样的巴恩斯面对大型连锁书店的主要挑战不 & 贵族?

我想它总是更有意义谈论自己的战略, 但我认为，它说你的问题. 在今天的世界, bigger is not necessarily better. The advantages that our members have are that they are able to be nimble and can adapt quickly to change. They are not saddled with massive square footage of stores that are expensive to operate. In this area I think we have a competitive advantage. 还, 技术 20 年前独立书商的问题. The large national chains could afford systems and we couldn’t. However the cost of technology has come down dramatically. 我们现在经营的网站 350 店. We use state of-the-art point of sale systems and tracking systems. We’re able to get books to our customers within 48 小时. The book business is changing so fast. Being smaller allows you to adapt quickly and change more easily.