June 30th, 2016
(written by lawrence krubner, however indented passages are often quotes). You can contact lawrence at: firstname.lastname@example.org
If Barnes & Noble were to shut its doors, Amazon, independent bookstores, and big-box retailers like Target and Walmart would pick up some of the slack. But not all of it. Part of the reason is that book sales are driven by “showrooming,” the idea that most people don’t buy a book, either in print or electronically, unless they’ve seen it somewhere else—on a friend’s shelf, say, or in a bookstore. Even on the brink of closing, Barnes & Noble still accounts for as much as 30 percent of all sales for some publishing houses.
But the focus on sales masks the deeper degree to which the publishing industry relies on Barnes & Noble. The retailer provides much of the up-front cash publishers need to survive, in the form of initial orders. Most independent bookstores can’t afford to buy many books in advance; a single carton of 24 books would represent a large order. Amazon also buys few books in advance, preferring to let supplies run down so as to prompt online shoppers to “add to cart” because there are “only five left in stock.”
Barnes & Noble, by contrast, often takes very large initial orders. For books it believes will fly off the shelves, initials can reach the mid-five figures—hundreds of thousands of dollars that go to the publisher before a single book is even sold. That money, in turn, allows publishers to run ads in magazines and on Facebook, send authors on book tours, and pay for publicists. Without Barnes & Noble, it would become much harder for publishers to turn books into best-sellers.
Even if Barnes & Noble doesn’t close, publishers are already starting to suffer from the chain’s decline. “What can happen is that their number of stores can shrink, their store footprint can shrink, so that the number of titles on which they put meaningful advance orders can shrink,” says Mike Shatzkin, an industry veteran. “Publishers are going to have to adjust to a model where they print what they know will sell rather than what they hope will sell.”