ABA Town Hall and Annual Meeting: Optimism and Excitement

At the American Booksellers Association's Town Hall and the newly revamped Annual Meeting, which was held on Wednesday, May 27, at BookExpo America, there was an air of optimism and excitement among ABA members as they discussed the potential for having a leading role in a rapidly expanding, and fluid, digital marketplace.

Along with the onslaught of digital technology, among the numerous topics discussed at the Town Hall were ABA's new partnership with Google for the sale of e-books, IndieCommerce, educational programming, and the IndieBound affiliate program. The informal meeting, designed to allow booksellers to ask questions and share views on any industry-related topic, was led by ABA President Michael Tucker of Books Inc. and ABA Vice President/Secretary Becky Anderson of Anderson's Bookshops in Naperville, Illinois.

Booksellers at the Town Hall and revamped Annual Meeting.

The meeting began with a convention update from BEA Event Director Steve Rosato, who stressed, "Booksellers are the lifeblood of BookExpo America" before opening up the floor to questions. He reported that, "anecdotally," people are in favor of the new midweek schedule, and that the conference programs all seemed "well-packed." He said there were plans to extend the show back to three days. (Rosato confirmed this plan on Thursday, May 27, in a press statement, explaining, "People need BEA to be a three-day show. We will remain midweek with the show being Tuesday, Wednesday, Thursday," with the conference program on Monday.)

When asked what the ABA Board saw for the future of bookselling and the association, Tucker responded by noting that ABA had received "terrific feedback" regarding the organization's reorganization and new leadership. "There's been terrific feedback to the board and senior staff in terms of" booksellers' needs, he said. "Everyone is dealing with 'e-everything' and we're prepared for it. Staff has been helping us get into the mix of selling e-books and into the game. ABA's partnership with Google [for the sale of e-books]… changes the game as well."

"We're alive and kicking, and we're not going away," said Anderson. "Publishers understand that we are the taste-makers … the physical [showplace] for books." She then stressed, "We can all do this so much better if we do it together. There is so much optimism out there."

Tom Lowenburg of Octavia Books in New Orleans commented that he had attended the opening plenary session -- where seven industry leaders discussed the value of the book in the digital age "and I didn't hear it speaking to me," except for comments from ABA CEO Oren Teicher.

Tucker noted that this was the first time that BEA and ABA joined to offer a plenary session, and underscored that it was geared toward a wide audience. "You have to take the good with the bad, but it does create discussions. As to your question, the dialogue is for us to be talking to everybody," adding "we need to make sure that what we represent is heard."

Nancy Olson of Quail Ridge Books & Music in Raleigh, North Carolina, said she was "heartened" by the survey results on consumer book-buying behaviors that were featured at the ABA educational panel presented by Verso's Jack McKeown. Proposing that ABA work to publicize the findings that 37 percent of book buyers ages 18 to 34 prefer indies, Olson added, "to get the real facts of what consumers are thinking was so refreshing."

Following her comments, McKeown made the point that "you have to break the psychology that the fate of the music industry is the same thing that will happen to the book industry. iTunes has nothing to do with long-form narrative. I think you need to find one sympathetic reporter to get a more nuanced look at the industry, to step outside that prevalent argument that is being driven by the supply side."

John Evans of Diesel, a Bookstore in Oakland, California, brought up ABA's partnership with Google to sell e-books in regards to the issue of consumer privacy. Len Vlahos, ABA COO, stated, "First, in regards to our relationship with Google, we are not sharing customer data with them." He explained that when a customer looks to buy a product, ABA asks Google to authorize the transaction, at which point the customer goes to Google to finalize the purchase. At that point, the customer "willingly gives data to Google." Vlahos said that, while ABA recognized that the Google agreement "might not be the perfect solution," the association believed the best decision was to partner with Google.

Carla Jimenez of Inkwood Books in Tampa, Florida, lauded the Celebration of Bookselling, specifically the authors' comments as to their love for, and the importance of, independent booksellers. She suggested that these comments should be filmed and made public. "Every year, their message is so strong," she said.

Bill Petrocelli of Book Passage in Corte Madera, California, said that he wanted "to commend the ABA leadership," which, he said, had "turned this organization around and made it very effective. I appreciate your partnering with Google, and the fact that they are willing to work with us is crucial. This puts us in a position with technology that we are at the front of the game; we can be on the cutting edge." Petrocelli also urged booksellers to join IndieCommerce "for a number of reasons. One, it's effective; two, it shows the world we are serious about selling e-books; and three, it helps ABA's budget. I urge everyone to do it -- you will like it."

ABA Vice President Becky Anderson and President Michael Tucker take questions during the Town Hall.

Following the Town Hall, ABA President Tucker called the association's "revamped" Annual Membership Meeting to order. "This is an important event in the calendar," he said. "It provides membership with a timely report on ABA's programs and finances. In keeping with an important theme of change and innovation that has characterized ABA this past year, we've revamped the format of today's meeting." He explained that each board member would provide a report on ABA's efforts in a specific area aimed at achieving the goals set out by the association's ends policies.

Dan Chartrand of Water Street Bookstore in Exeter, New Hampshire, provided an update on ABA's education and networking programming. "We constantly hear that education is the number one priority of our membership," he said. Noting that ABA's educational programming came to members at no charge, Chartrand noted that "it is a reflection of how important it is to us" and thanked Ingram for sponsoring ABA education. Chartrand reviewed the year's educational highlights:

• Wi5 in San Jose, California, attracted approximately 500 booksellers for three days of sessions and panels, focusing on the challenges and opportunities posed by digital technology;

• The educational sessions at BEA;

• ABA's distance-learning capabilities, offering educational content that ties in with its in-person sessions on BookWeb.org; and

• The 2010 ABACUS survey, which will be produced through a new partnership with the National Association of College Stores (booksellers can begin submitting data in June).

Board member Betsy Burton of The King's English in Salt Lake City, Utah, provided an update on information and Local First initiatives. "Information is something this business has always been about, and there's been a huge change in how information is delivered," Burton said. "But change is the name of the game." Among the year's highlights:

• Bookweb.org, ABA's member website and the association's information hub, continues to expand its bookstore-focused content;

• The ABA Book Buyer's Handbook, with a searchable and continuously update database of vendors' terms, and the Booksellers Resource Directory, a database of sideline and store supplier resources;

• ABA's Bookseller Idea Exchange, the bookseller forums;

• Bookselling This Week, a "must-read" for its concentrated focus on bookstore-relevant news;

• ABA's involvement in the Local First movement; and

• A post-holiday survey of more than 1,800 indie businesses that revealed that indie retailers in cities with active "Buy Local" campaigns reported stronger holiday sales than in cities without such campaigns.

Board member Tom Campbell of The Regulator Bookshop in Durham, North Carolina, provided an update on marketing programs and initiatives. Among the year's highlights, Campbell noted:

• The Indie Next Lists, "a wonderful marketing tool that features tried and true good books in all kinds of categories";

• The Indie Bestseller list, which consumers can access on their iPhones;

• The Indies Choice Book Awards;

• ABA marketing programs, such as the White and Red Boxes; and

• Responding to changes in consumer behavior and the growing affordability of technology.

Board member Beth Puffer of Bank Street Bookstore in New York City provided an update on partners and affiliates. She reported among the year's highlights:

• ABA built on its strong relationship with Above the Treeline, and took the lead in reaching out to publishers to facilitate their participation in the interactive catalog publishing system Edelweiss;

• LIBRIS, the ABA-owned business insurance program for booksellers;

• ABA's range of business products and services, from Bank of America credit card processing and the PartnerShip discount shipping program to Ellerkamp recycled bags and book-themed gift wrap;

• ABA's commitment to reach out to potential partners; and

• A joint promotion launched by ABA and NACS, which offers increased benefits and services to members of both associations.

ABA Board member Ken White fills the audience in on technology-related issues.

Board member Ken White of SFSU Bookstore in San Francisco, provided an update on ABA technology-related initiatives and IndieCommerce:

• The IndieCommerce migration to the new Drupal platform;

• ABA's efforts in meeting with key players and potential partners in the technology and digital arena to help indie bookstores compete, including the Google partnership with ABA; and

• The development of educational content to help booksellers better understand and leverage technology in their stores.

ABA Vice President Becky Anderson  provided an update on some of the key developments in the IndieBound movement. "IndieBound was a godsend to us," Anderson said. "When it came around, it was a revolution ." Some of the year's highlights, she noted:

• IndieBound was honored by the American Society of Association Executives and was named to the Associations Advance America Honor Roll;

• IndieBound.org implemented several new features that focus on indie retailing and spreading the word about great books, as well as enhanced content, such as updates from more than 130 alt-newsweeklies and audio content from NPR;

• The IndieBound.org store search database continues to grow, most recently adding a number of comic book stores nationwide; and

• The IndieBound DIY, which makes the program as flexible and customizable as possible.

Board member Steve Bercu of BookPeople in Austin, Texas, provided a summary of the critical trade practice issues that ABA dealt with this year, including:

• ABA writing to the Department of Justice regarding the book price war between Amazon.com, Wal-Mart, and Target;

• ABA's meetings with publishers to advocate on behalf of member stores; and

• ABA continuing to work to help individual stores facing the frustration of vexing business situations with their vendors, from laydown date violations to unresolved communications roadblocks.

Board member Cathy Langer of Tattered Cover Book Store in Denver, Colorado, provided an update on ABA's advocacy efforts, including:

• ABA's efforts working with indie booksellers nationwide advocating for e-fairness;

• ABA staff meeting with Congressional leaders on the issue of sales tax fairness, as well as with the National Governors Association, the National Coalition of State Legislators, AARP, and the National Retail Federation;

• The association's efforts in articulating the needs of its members regarding health care reform;

• Developing a closer relationship with the Small Business Administration, with Michael Tucker and Oren Teicher meeting with SBA Administrator Karen Mills; and

• The tireless work of the American Booksellers Foundation for Free Expression.

ABA CEO Oren Teicher with Anderson and Tucker during the Annual Membership Meeting.

In concluding the Annual Membership meeting, ABA CEO Oren Teicher noted that this was his first formal report as CEO, and stated, "The Board of Directors is instrumental in devising policies. We don't thank them enough. They spend an enormous amount of time working on your behalf."

Teicher reported that the industry has seen an extraordinary rate of change, one that was unprecedented. "We looked to what we can do to enhance profitability in 2010, and what we needed to do was reinvent the wheel," he said. "In June, we created task forces that reviewed every single aspect of the organization … and the result of that was a total reorganization. We believe we are leaner and more nimble organization that can more effectively respond to change."

Teicher reported that, to ensure that booksellers have a simple and convenient way to get information about the opportunities available to them as part of their membership, ABA created a new Member Relations Department. In addition, to help members through tough economic times, the association instituted a 50 percent dues reduction for 2009 dues renewals for member bookstores.

"It has been a busy and full first year," Teicher said. "As everybody heard in the opening session, the prevailing winds of change are not supposed to be good for indies -- but that is just not true. Technology is changing … and the economic climate is uncertain. However, with the skills you bring to bear everyday, coupled with the best association staff in the country, indies will not just survive, but they will thrive."

Addressing the association's finances, Teicher said the auditor had given the association financial statements a clean opinion. (The 2008 - 2009 Consolidated Financial Statements for ABA and its Subsidiaries are available to ABA members via BookWeb.org.) He noted that while the association's endowment had suffered a significant hit in the last fiscal year -- chiefly due to the stock market's decline during the recession -- "we were able to control our expenses in 2009." Looking ahead, he said that ABA believed 2010 "would be a break-even year" and that, given the more favorable economic conditions, the association "would replenish in some portion" the loss to the endowment. He also noted that the association's 990 filing was also available on BookWeb.org.