Long Live Localism!

The Northern California Independent Booksellers Association (NCIBA) is a trade organization dedicated to supporting, nurturing and promoting independent retail bookselling in California. With over 500 members, including nearly 300 booksellers, the NCIBA has been an experienced provider of services for over two decades.

Hut Landon, Executive Director, walks us through the domains of – among others – George Lucas (passing by the Yoda-fountain) to their office in San Francisco. The association is led by a 15-person Bord of Directors, and their main task is to increase the sales for independent bookshops in northern California.

The competition from Internet selling has led to the fact that independent bookshops must be much more proactive in their way of marketing themselves. Localism has become a watchword; people must become aware of the importance of supporting their community stores, if they want a  lively and prosperous neighbourhood. To explain this to the customers, Landon and his staff has made the poster ”Eight great reasons to shop at locally-owned businesses” (http://www.nciba.com/dls/8-great-reasons.pdf), which is now available to all NCIBA-members.

Apart from this, the association also arranges the NCIBA Trade how, produces the Holiday Showcase (yearly catalogue which features new titles), sets together workshops with topics of concern to the members and prints a weekly regional bestseller list.

Landon makes it clear that NCIBA does not regard the big chains, like Borders and Barnes & Noble, as competition. Independent booksellers have something that the big stores may lack: great book-knowledge, devotion and close relations with their customers. Amazon though, constitutes a big threat. The future will tell if David will stand a chance against Goliath, in Californa as well as in Sweden.

Books Inc. in Van Ness St. Sheryl Cotleur, Buying Director, BookPassage Hut Landon, Executive Director, NCIBA Street of San Francisco City Lights Golden Gate Bridge Lilla Gilbrech Weinberger, Readers' Books, Sonoma Wall Painting in Castro Another one + flying books From Natverkstan - Marie & Karin

Written by Karin Lundgren and Marie Johansson, Managers at Natverkstan.

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