Independent booksellers and educational faculties in rural Australia (LIT324)

Abstract

A study into how publishers, retailers, authors and stakeholders currently overcome the scarcities of independent children’s booksellers in regional Australia. This study surveyed 5 independent publishers and 6 independent booksellers. Further, 33 caregivers and 27 teacher responses were received in addition to the use of online data bases, websites and articles to support findings.

Through resilience and ingenuity, Australian independent booksellers, publishers and other stakeholders are overcoming the limited availability of some children’s books in regional Australian communities. These bodies have gone through a period of adaptation and have integrated technology as a tool to connect with regional Australians. E-books, online storefronts and social media are used to promote short-run books. While technology may overcome the tyranny of distance, there has been some opposition from parents, teachers, publishers and independent booksellers to this format.

Through additional methods, independent booksellers and publishers are increasing their market reach by making texts available to readers through school-based programs, teacher resources, online ‘tours’ by authors, online samples, school book displays, and book clubs.

LikewiseSimilarly, independent booksellers, publishers and other stakeholders utilise community projects and initiatives that provide specific funding to promote books with less exposure to regional communities. These grants also assist young regional writers in developing and promoting their work. Furthermore, independent booksellers are targeting niche demographics within their communities, by marketing themselves in diverse manners. In addition to the mentioned strategies mentioned, independent booksellers are providing customer oriented and driven services that ensure their viability.

Technology

E-Books

Independent publishers identified the use of e-books as a financially viable way of marketing less exposed books . The e-book format is readily available across Australia, including regional communities. The lower cost of e-books compared to traditional books is an obvious selling point. However, Ian Moore, director of Cuddlebear Publishing, said there was a general perception among publishers that a significant proportion of parents opposed the use of e-books, due to technology being associated with game playing and not always being seen as an educational tool (I. Moore, personal communication, March 07, 2016). The parental survey conducted for this research confirmed Ian Moore’s hypothesis. Out of 33 parents surveyed, 78% said they would prefer their child to read a book rather than an e-book (Figure 1). Consumption in this demographic was also significantly lower than the printed format as outlined in Figure 2. This data reflects an article in the Sydney Morning Herald, ‘Old-school booksellers face up to e-future.’(2016) which states,

One sector that is proving resilient is children's books. It is hard to replicate the experience of reading a child to sleep with an e-reader.

Bridget Morales’ research report Remote Possibilities (2013) further reflects this notion, finding that independent stores viewed e-books and e-readers as a fad, with 56% (32) of respondents uninterested in providing this format through their stores due to their perceived lack of longevity (Morales, 2013).

Technology is often viewed with caution by parents. Embracing technology and e-books can be percieved as languishing control. Where a book can effortlessly be removed or taken away, a digital copy may be viewed as information that is not as easily regulated . Sonia Livingstone and Ellen Helsper examine one thousand five hundred and eleven (1511) twelve (12) to seventeen (17) year olds and nine hundred and six (906) parents. Livingstone & Helsper (2008, pp. 581-587) find that parents impose higher regulations on younger teenagers. Active co-use and interaction are preferred over restrictive software (Livingstone & Helsper, 2008, pp. 581-587). This study reflects parental anxieties about digital media and potential fears that children can over-ride online security measures.

While perceptions undoubtedly influence consumers and independent stakeholders, a report by Davies (2011, p. 324) examines twenty-five thousand (25 000) youth aged between nine (9) and sixteen (16) in twenty-five (25) European countries. The findings suggest that youth use technology such as computers, tablets and smartphones for games, videos, messaging and social networking. In addition to using technology for the aforementioned, 85% of students use technology for school work (Davies, 2011). These findings undermine parent misconceptions and demonstrate that technology is a valuable tool in providing young readers with literary experiences. Additionally, Angela Smith, Group Account Director for Roy Morgan Research maintains, “E-books still account for a small proportion of the book market, but are showing no signs of being yesterday’s fad just yet .” ("More Australians buying eBooks", 2016). This statement correlates with the Australian Bureau of Statistics, which cites data from the Get Reading! 2010 Campaign Effectiveness Research, determining that

13% of people who had read a book for pleasure in the last three years had downloaded an electronic book (e-book) from the internet in the 12 months prior... When asked about their future intentions for adopting reading technologies… 22% said they were likely or very likely to use an e-book ("4172.0 - Arts and Culture in Australia: A Statistical Overview, 2011", 2016).

Further, John Page, owner of Pages and Pages books in Mosman believes that e-books are a part of the future literary experience. Page is cited by Esther Han (2015) as saying “now the e-book has 20% of the market, and I think it is going to stay that way; there’s stability.” Therefore, publishers, booksellers, and other stakeholders utilise the electronic delivery method, but also continue to promote themselves in paper formats.

Online Storefronts

Independent booksellers and publishers promote book sales through the use of e-commerce and social media. These methods have potentially universal reach. In 2016, Roy Morgan Institute reported almost 40% of Australia’s population aged over 14 engaged in online shopping. Further, the report claims that booksales via online methods have increased from 2011, with figures of One million and ninty-five thousand (1 095 000) to two million and sixteen thousand (2 016 000) in 2015 over a four week period ("Online shopping on the rise for most retail categories", 2016). Additionally, another report by Roy Morgan lists books as the fourth most popular online purchase in Australia ("The state of Australia’s $37.8b online shopping landscape", 2016). The Australian Beureau of Statistics also reflect that 75% of the Australian population have engaged in online purchasing ("8146.0 - Household Use of Information Technology, Australia, 2012-13", 2016).

However, 42% of parents surveyed said they would be less inclined to buy a book they had not heard of or seen before purchase. Parents often want to monitor their children’s engagement in texts. There remains fears that children will find material that is not percieved to be appropriate. Conducting a Google search on ‘parental monitioring’ provides a plethora of programs to protect children from the internet, apps to secure smart devices and articles on the benefits of monitoring children to prevent poor behaviours.

However, in literary experiences, Judy Blume cited by Kozlowski (2016), argues that parents should relinquish such controls. Blume maintains that children will self censor and further states,

If a child picks up a book and reads something she has a question about, if she can go to her parents, great….Or else they will read right over it. It won’t mean a thing…. They are very good, I think, at monitoring what makes them feel uncomfortable. If something makes them feel uncomfortable they will put it down.

Teacher survey respondents echoed similar perspectives to parents, indicating a preference for books that they had seen or heard of before purchase, or alternatively texts with accompanying teacher resources. Independent publishers like tThe Fremantle Press (2016) understand the needs of educational facilities and have created resources on various book categories (Welcome to the Classroom Express - Fremantle Press, 2016).

A concern raised by the Independent booksellers, publishers, and other stakeholders was the cost of postage. David from tThe Gateway Bookshop , Wagga Wagga states,

Postage rates are threatening our business. We do not have an online shop at present. We are planning one for later this year, but we will find it hard to compete on postage. However, we are competitive in our book pricing. The playing field needs to be leveled for postage costs with our overseas online competitors and large Australian online booksellers. (Gateway Bookshop, personal communication, April 1, 2016).

This response was also reflected by Mary Who? Bookshop, Townsville, who maintained that cheaper postage would improve accessibility to regional areas. (Mary Who? Bookshop, personal communication April 01, 2016). To overcome these disparities, independent booksellers, publishers and other stakeholders have invested in school-based programs to improve the reach of their product in regional Australia.

School-based programs

School-based programs such as writer and illustrator visits have been received positively in this study by educators and parents alike. Parents and educators value inspiring role models for children in their care, as often young learners will have a positive response to a mentor that is perceived to be a ‘celebrity’ (Bishop, West & Willis, 2010 p.1-7). The parental survey demonstrates opinions that workshops “can inspire children to think about writing themselves” (Personal communication, 9 March 2016).

Further, Australian youth are being encouraged to pursue more creative avenues (Morgan & Foster, 1999). This shift in perspective is also reflected by Australian educational reforms that encompass 21st Century pedagogies, which have an emphasis on creativity (NSW Department of education, 2015).

However, school run programs may encounter issues. School funding and grants allocation can often impede on the decisions educators can make to further engage young learners in various programs. The nature of funding in schools is reflected in the 2015 budget, which highlights budget cuts to education sectors (“Budget confirms $30 billion in school cuts will go ahead,” 2016). Furthermore, the Primary English Teaching Association Australia [PETAA] (2016) remark,

Schools are constantly on the lookout for grants to provide quality experiences for their students at minimum extra cost to parents ("Authors in schools: A guide for authors and illustrators visiting and presenting in schools", 2016).

In addition to funding issues, some teachers express concerns regarding the quality of guest authors or illustrators. V. Frilay, who works for the Department of Education, highlights the problematic while also positive nature of school-based workshops when she comments,

Some (author/illustrators) are better than others. Some explain the steps to writing and publishing a book; some do workshops. Illustrators do a great job because they can start and finish a piece of work in front of the students. Some are hopeless, and you get the feeling that their books are not making enough money, so they list themselves as authors as income (V. Frilay, Personal communication, 9 March 2016).

Regardless, 64% of parents expressed that if an author or illustrator visited their child’s school, they would be more inclined to buy the book (Figure 3 ). Organisations including "Booked Out Speakers Agency" (2016), “Lateral Learning” (2016), “Linking for Learning - Booking Agencies” (2016), and “Fremantle Press” (2016), have promoted connections between regional communities and schools. Additionally, PETTAA (2016) outline on their website that “In NSW, the Children’s Book Council of Australia has a grants program called CBC2U to assist schools in funding author visits.” ("Authors in schools: A guide for authors and illustrators visiting and presenting in schools", 2016). Linking for Learning (2016) also offer Skype sessions for very remote communities with texts signed and delivered before school-based workshops. Parents and educators overall reported that school-based learning experiences promoted engagement in texts and provided authentic encounters for children in their care.

Community projects and initiatives

Many agencies work directly with Independent booksellers, publishers, and other stakeholders to reach regional communities. An example of this is the Indigenous Literacy Foundation [ILF] (2016). The ILF supply new and culturally appropriate books to over 200 remote Indigenous communities, with the intention of using 40% Indigenous Authors. This initiative “Operates through schools, libraries, playgroups, women’s centers, youth drop-ins and service operations.” (Indigenous Literacy Foundation [ILF], 2016). In 2012, Australian online bookseller Booktopia maintain they supplied thirty-two thousand (32 000) books to the ILF (Why choose Booktopia, an Australian Online Bookstore versus Amazon, 2016).

The Australian Council for the Arts [ACA] (2016), provides funding and grants for independent authors to support their accessibility to rural communities through residencies and writer workshops. The organisation also provides opportunities for writers to connect with each other through online forums, ensuring that regional writers are not isolated, thus promoting Regional writing, recognition, and support (Literature | Australia Council. [ACA], 2016).

Library connections within communities are also being explored. An example of these connections are is found through the Australian Library and Information Association [ALIA] (2016) which promote libraries in regional and metropolitan areas to hold events that engage young audiences with various texts.

Adapting to a changing retail landscape

In addition to primary economic pressures such as GST, freight, rising rents and weakening overseas currencies, three significant factors have been cited as having a major impact on the viability of independent booksellers, publishers and other stakeholders over the past two decades. These are a progression towards large shopping centres, increased chain stores or discount outlets, and the online shopping revolution (Li, 2010. P. 243).

Despite this, recent figures have indicated that the Australian Independent Booksellers [INDES] (2016) have increased their reach by 30%. This is a direct result of ingenuity and marketing. Macquarie University, as cited in the Small Press Network’s [SPN] article, Disruption, and innovation in the Australian Book Industry (2016), indicates that 2015 saw the onshore trade of books increase by 2.4%, with education sales dominating. Further the study found that 33-36% of these books were written by Australian authors.

In Jen Li’s 2010 article Choosing the right battles: how independent bookshops in Sydney, Australia compete with chains and online retailers she says,

They (Independent booksellers) use smart business and marketing strategies to create retail spaces that are valued and enjoyed. … to sell their customers a pleasurable book-buying experience … Culture is used as a profit-making technique…. Moreover, the way they engage with other players in book retailing has been instrumental to their success. Their close relationships with publishers and with each other are unique… overall the relationships most booksellers have with the publishers and fellow booksellers are supportive.” (Li, 2010. p. 260).

These findings correlate with the article in the Sydney Morning Herald, which examines the changing roles of independent bookshops. The article states that independent booksellers are becoming an amalgamation of different interests such as cafes and even Print on Demand (POD) facilities (Old-school booksellers face up to e-future, 2016). An example of this ingenuity is shown by the Berkelouw bookstore, which has embraced this new era and remains an iconic figure on Leichhardt’s Norton Street, combining a cafe environment with a book lover’s sanctuary featuring such comforts as cosy armchairs.

In rural communities, independent booksellers maintain the key to success is hinged on personalised customer service that seeks to understand the client’s diverse needs. The Bookshop Darwin states that “a strong relationship with local and rural businesses,” and “word of mouth” helps to overcome concerns regarding client accessibility (Personal communication, tThe Bookshop Darwin, 2 April 2016). Books of Buderim on the Sunshine Coast in QLD, “take orders and post books to customers in rural areas.” (Personal communication, Books of Buderim, 1 April 2016). The Mary Who? Bookshop in Townsville sends out newsletters to customers on their mailing list. Further, Mary who? maintains excellent customer service is one of the most effective measures in reaching rural communities (Personal communication, Mary Who? Bookshop, 1 April, 2016).

Agencies such as tThe Small Press Network, (2016) promote diversity and collaboration, to ensure the viability of independent publishers. Collaboration is achieved through supporting distribution, marketing, promotions and also an e-book conversion service (Coronel, 2012). The Small Press Network, along with other groups, promote literary festivals nationally (Li, 2010).

Conclusion

Independent booksellers, publishers, and other stakeholders may face scarcities in rRegional Australia, however while they maintain their independence, there is a sense of connection, support and understanding towards each other. This has enabled independent organisations and booksellers to promote their books through the use of e-books, as well as linking with other agencies to convert texts. Furthermore, the use of online forums has been effective for advertising and sales, however as demonstrated, young audiences and consumers have still the desire to access hard copies of books. To accommodate this, independent booksellers and other stakeholders engage in writer and illustrator workshops across Australia, with some offered via Skype for very remote communities. These workshops are either self-funded or rely on funding from organisations that support independent booksellers and other stakeholders. These grants promote wider community literacy experiences and enable schools that may have limited funding to participate. Ultimately, Independent booksellers face adversities relating to international laws, raised costs and tough online competition, yet they continue to thrive. Engaging readers nationally, with particular regional focus is achieved through diverse, engaging and charismatic avenues that put the independents one step ahead of the rest.

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