Notes of a native bookseller: the successful Karibu chain's co-owner shares his ideas for the survival of black stores.

In today's bookselling industry, whispers of six--if not seven--figure deals for up-and-coming authors are fairly common. And so is the scuttlebutt about the struggling state of our retail institutions. From the late '90s to the present, the black book industry has seen sustained growth. During the past decade, indeed, there have been more authors, more titles, more deals and more stores. On the other hand, there have not been more black-owned bookstores.

Some would blame the monster chains stomping their feet across the country, taking no prisoners while gobbling up everybody's business. Others would pinpoint the harsh U.S. economy. In the wake of tech-stock busts, the terrorists' attacks of 9/11 and the current war on terrorism, America is increasingly becoming a difficult place for any business to operate and survive.

The recent high-profile closings of black-owned bookstores continue to rattle the industry. (See BIBR, November-December 2004, MARKET BUZZ, "From Bad Breaks to Boons.") Numerous black bookstores across the country are having a difficult time keeping their doors open. The question is, why?

Historically, enslaved Africans could not learn to read or write under the protection of the law. Although this portion of our history is common knowledge, its implications for black bookselling are rarely understood. There was a time when books were smuggled from plantation to plantation. David Walker's Appeal: To the Coloured Citizens of the World, but in Particular, and Very Expressly, to Those of the United States of America (originally published in 1829, now available from Black Classic Press, reprint, 1993) is a great example of the power of consciousness raising by means of the book. David Walker died mysteriously on his doorstep in 1830, just one year before Nat Turner's revolt, and there are suspicions that he was poisoned. Profitable mainstream chains may out-discount and outsell titles on the black best-seller lists, but many have a hard time locating Mr. Walker's historic book in their database.

Hence, the role of the black bookstore: It's an institution that should be instrumental in sustaining the consciousness of its community, but this is now weighed against its ability to provide the community with forms of entertainment. The function of the black bookstore as a distribution point for our literature competes against countless other distribution points.

The current growth in the industry is mostly in fiction and highly commercial nonfiction. By comparison, relatively weak sales in categories that deal with the continent of Africa, African literature, literary fiction, African American children's books and a whole range of serious volumes the black bookstores currently provide. Access to this literature is often taken for granted. This problem highlights one of the ways black bookstores are undervalued in the marketplace by their core customers.

Although this is not the first time this has happened, it could be the last. Black bookselling represents one of the few businesses left in the country where black culture matters and black ownership is also a defining element that helps shape the industry. Bookstore owners like Emma Rodgers (Black Images Book Bazaar in Dallas, Texas), Clara Villarosa (formerly of Hue-Man Books in Harlem), James Fugate (Eso Wan Books in Los Angeles) and Simba Sana (my partner in Karibu Books in Washington, D.C.) are all testaments to black proprietorship. Our job is to create an institution that markets the value of the black bookstore and its services to the community so that black people are employed, so that black ideas are distributed, and so that black institutions might continue to exist.

These are not easy tasks. A good black bookstore in today's economy must be a great business. This demands knowledge of the specifics of the black book-buying market, combined with a detailed and clear approach to business as a science.

Staying in the Game

Here are some suggestions for success in the retail book market from the perspective of Karibu Books, a small chain with 11 years of experience.

Focus on service Product can easily be sold at a variety of establishments. Service is much harder to duplicate. Smaller operations have the competitive advantage when it comes to leaving an impression. Product knowledge, friendliness, and connection to the community are just a few of the ways. Karibu's practice: No one can out-service us when it comes to our people.

Learn all you can about bookselling. Join the American Booksellers Association. Their Web site is www.bookweb.org and www.ambook.org. The ABA offers a variety of services.

Create a nest egg. A business that can survive in bad times is a great business. The name of the game is cash flow. Put away a portion of each month's sales for rainy days. A lump sum of cash is always invaluable in handling emergencies.

Building a business is like fanny children. The process takes time. You take care of your business, and it will one day take care of you. But it it demands ceaseless investment, attention and care.

Define yourself in relationship to your market, Invest in defining your public image everywhere you go. The great black bookstore defines itself. This process of definition is the true way to compete.

Use African American culture to define your institution. Create a logo, a concept of service, a smile and knowledge of our culture that is a warm and welcoming sign to African American book readers. This is a mantra easily recognized but difficult to practice.

Be comprehensive. The day of the general black bookstore is here. Our people are so diverse with a variety of ideas and viewpoints. Make your bookstore a place where all of those viewpoints are represented--even the one's you don't like.

Concentrate on infrastructure. The reasons that lead us to start and build a business are often personal and emotionally charged. However, the techniques that business owners use are not. Accounting, technology, lighting, ADS (Average Daily Sale), sales reporting and filing taxes are just some of the fundamentals of the business in which the ABA can offer assistance. Create an infrastructure, work on your system, invest in that system and the system will one day serve you and your community better.

Bro. Yon is the co-owner of Karibu Books along with Simba Sana. Karibu operates a four-and-a half-store chain (the half is a kiosk in Pentagon City Mall) operating in Prince George's County and the Washington metropolitan area.