Identity of “independent” - local, anti-corporate, cutting edge, adventurous, conscientious, innovative, contributing to diversity

Commitment to regional identities

Commitment to an aesthetic identity

Commitment to diverse ideas and discovery of new perspectives

Commitment to supporting and sustaining an infrastructure of readership, which includes: literacy & education; creating excitement about books and authors; inspiration for readers, writers, and literary arts; employment opportunities for the literary minded; programming that celebrates and raises awareness about literature

One online retailer dominates all retail, but book sales in particular, by undercutting competitors to amass market share

One publishing corporation controlling nearly 50% of traditionally published books and in the process of subsuming major competitors

Overdependence on a single distribution company

Consumers lack brand awareness for publishers, so “independent” brand is often lost

Consumers prioritize price or shopping habit over benefits of shopping indie

Bookstores that stock and promote books readers aren’t already aware of brands bookstores as a place of discovery and expertise

Bookstores that stock and promote indie press titles have more access to regional-specific inventory, connecting with customers based on their regional identities

Bookstores that stock and promote indie press titles have access to more books that deal with cultural issues of interest to their customers

Bookstores that stock and promote indie publishers in their local communities help sustain the existence of that local literary communities

Better connections with booksellers lead to more enthusiastic recommendations and grassroots marketing momentum.

Better knowledge of bookstores’ identities and sales patterns leads to more efficient and successful marketing & events

Better representation in bookstores creates a rewarding atmosphere for authors

Bookstores are better able to sell books audiences aren’t already aware of – especially debuts – and can build a foundation of loyal readers for an author.

Better ratio of indie press titles to major publisher titles in inventory

Better display treatment of indie press titles

Focused promotions on indie press titles

Indie press author events

More & better attention to backlist

Reporting sales to Best Seller Lists

Monetary incentives for marketing efforts (co-op)

Exclusive items or editions

Advance sales periods ahead of competitors

Author education (linking to indies vs. amazon)

Channeling DTC efforts through bookstores

Efforts by publishers can build/reinforce bookstores brand as as exciting and unique places to shop and create advantages for indie bookstores relative to competitors

Efforts by bookstores can elevate indie press title sales and brand awareness for indie presses

Indie publishers and booksellers can work more closely and collaboratively than major publishers because of their ideological similarities

Indie presses and bookstores can mutually develop and capitalize on their “independent” brand