Salon.com was once the chef proponent of the "Amazon kills indie bookstores" meme, but once it was clear that indies were thriving in spite of everything the retailer can throw at them Salon had to look for a new way to proclaim that indies are still doomed.
And on Friday they found it: celebrity authors.
In the minds of Salon's editors, indie bookstores aren't thriving because they serve the community but because celebrity authors are supporting an otherwise doomed cause:
It’s always good news when a bookstore opens, and when it’s an indie backed with significant amounts of cash, and run by someone who really cares, it’s even better. So like everyone else, we smiled when we saw the New York Times story about “Diary of a Wimpy Kid” author Jeff Kinney — whose series “has spawned three feature films that have earned more than $225 million worldwide” — opening a bookstore in Plainville, Mass. Like Parnassus, the shop novelist Ann Patchett co-owns in Nashville, this will allow people to stumble upon books they’d never thought of looking at, it will employ booklovers behind the counter, and will hold events that allow authors to reach readers. All good things.
But it also makes us wonder: In the Age of Amazon, are the only people who can open bookstores celebrity authors? And aren’t these cheery stories about these mostly anomalous events kind of distracting us from the big picture?
Yes, folks, indie bookstores depend on the kindness of strangers and the charity of celebrity authors.
Wow. I didn't know that we even had that many celebrity authors in the US, but to be fair I don't really follow celebrity news much (not even of the book type).
And here I thought indies were thriving due to their efforts to provide services which Amazon could not: face to face customer service, author events, personal (and not personalized) recommendations, and as I reported in 2013:
Indeed, many bookstore owners are trying to create a sort of community center amid their shelves. They've filled their store calendars with events like author lectures, writing workshops, and children's camps. Adding cafes also helps to create a scene while also diversifying revenue beyond just selling the latest bestsellers.
But now we know that none of that is correct. Thanks, Salon!
In all seriousness, folks, Salon is so focused on blaming Amazon that they try to minimize the growing trend. They describe the 400 plus bookstores opened in the US since 2009 as "up a bit from ’09".
Four hundred new niche retailers opening in the midst of a recession is awesome news, in my opinion.
But never mind that; Salon would remind you that Amazon is evil:
So what’s the larger context? For years, Amazon paid no sales tax while it competed against brick-and-mortar stores that did; it still gets huge amounts of support from the federal government (that $600 million from the CIA is more than four times the entire National Endowment for the Arts budget) and Wall Street serves as an endless financial teat. Amazon is like the dumb rich kid in your high school who runs for class president and wipes everyone else off the map because Mom bakes the whole school cookies and Dad hires someone to wash their cars.
Nothing else matters, does it?