Rare Book Monthly

Articles - January - 2019 Issue

Book Selling: 40 Years Later

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Watching the liquidation of Serendipity Books in 2013.

Looking back at almost 40 years as an independent bookseller I’ve been thinking about what has changed. It isn’t the money; though I do know a few dealers who’ve built a profitable business, for most of us it’s been a cross between a downward spiral and an uphill struggle. Yes, there are several of my contemporaries who cashed out rich, but more often the wealth came from the sale of real estate, rather than any financial wizardry in the intellectual pursuit departments. Ignoring fame and fortune, what seems to have shifted the most is the personal relationship that the dealer often built with clients.

 

I can still remember many of the people I met when I was starting out in the late 70s. They were travelers on holiday, collectors referred to me by my parents, fellow dealers I’d run into at book shows, librarians and academics, or folks shopping at the local swap meet where I sold inexpensive books and prints with the hope it might lead to larger sales. What those customers all had in common in the pre-internet years was I met them live-and-in-person or via catalog. If we hit it off we often developed a personal relationship that endured for years. In fact, some of them are still customers to this day.

 

I got to know their taste, what they had, what they wanted, who to offer what and they in turn seemed to trust my judgment on value, condition, desirability. In those days selling books didn’t seem so much like the sale of a commodity as a service designed to help the customer find what was interesting, relevant and good value. In many ways it was more about the people than the books. To me the ideal customer was a person whose taste I understood and could anticipate. It was not only a search for the delicious morsel, but just as often helping people with wants in a particular area -- and hopefully the means to afford them.

 

But most of all, the customers from that era were repeat customers; they came back again and again. It never occurred to me that the time would come when selling books would be much like selling ladders, or brooms or any one of a thousand other categories: it would be impersonal, strictly about price and merchandise and very little about taste or friendship.

 

While the internet made many things more widely accessible it did not make the customers any smarter. They still didn’t know most of the basic terminology or what made one book a better value than another, that still had to be explained. But as we moved into the 21st century there was a marked change in attitude. Where the dealer - client partnership was at the core of the old business model, coming into the new century it was almost as if the person on the other side of the transaction, “the buyer,” didn’t matter, because you almost never saw, or met or more importantly, rarely had a second sale to that person.

 

The internet made it easier to find the customer, but for reasons that are not entirely clear to me, very few of those customers turned into a durable reliable clientele that once formed the core of the book business.

 

By the late 1990s, the giddy early days of eBay, when practically everything put up for auction would and did sell, the technology seemed like a wonderful assist. But 20 years later the technology often deliberately created barriers to personal interaction. The powers that be who run the listing services make it difficult for buyers and sellers to communicate directly. No matter which listing platform is used, in the end they all tended to behave alike. Book selling, once a wild and crazy, not to mention sprawling and hard to compartmentalize business, became by stages locked into a rigid predetermined format set by people who knew little and cared less about books.

 

In the old days the customers who had the means and inclination to build a collection usually had a genuine desire to learn. And the dealer was there to teach. Of course that is the gratifying part of the trade, providing not just the book, but the guidance, back story, thrill of the hunt and exchange of knowledge.

 

But as years went by the customer didn’t seem to get any smarter, perhaps because although they were given a great many more choices than ever before, they still began with a very limited exposure to the basics of buying and selling books. Yes, there was a much bigger range of material available, but there was seldom anyone there to fill in the knowledge gaps.

 

In the current crop of buyers I’ve noticed the bigger the wallet, the more desire to haggle or in some cases to go around the dealer altogether. The old customer looked at the dealer as a colleague, a scout, a guide, someone who supplied a lot of missing information, and usually had some specialized expertise to share, in short a friend. It was never a secret that we sold to customers for more than what we paid. That’s what made it a business and not a philanthropy.

 

I think the end came for me in 2013 watching the liquidation of the stock at Peter Howard’s Serendipity book shop in Berkeley. At this series of sales and auctions there was an endless array of wonderful inventory and by the final, final, final sale in the winter of 2013 it was going out the door by the carton at absolute rock bottom prices. Dead, gone, finished.

 

I still encounter sellers like Howard, who knew it all, had seen it all, and had it all within arm’s reach (and what’s more remarkable could usually find what he was looking for if you’d give him a chance to look in the piles, bags, rows, cartons of unsorted inventory); yes there are still people like that around, but not very many. Peter Howard seemed like the last of the breed: he took it all in on a handshake, and he settled up when he sold. Following his death one of the biggest headaches for those who had to neaten up the edges was to determine what was really his and what had he taken in as a favor on consignment. In the end it was all sold for lower and lower prices, and to no one’s surprise, there don’t seem to be many bookstores like that any more.

 

Today’s seller operates in a much more impersonal world and sees a larger and larger portion of revenues going to the techies in the middle: fees and commissions, and fees for money transfer services. In the early days all of these costs seemed within bounds and it was a joy to sell quickly and the nominal fee for the assist, seemed both reasonable and mutually beneficial.

 

Now that’s changed a lot. Today it seems like I am working for eBay; they are not working for me. They are thinking of new ways to suck up my revenue, to clutter up my selling platform, to make peremptory design and tech changes to the site or protocol without explanation in order enrich their share even further. It really galled me when they started taking a commission on shipping cost. That action alone made it clear we weren’t in Kansas anymore. How is it possible to charge a commission on an expense?

 

The place where I see this most clearly is who has the customer? When the internet started, it brought the buyer and seller together. In recent time the focus is in keeping them apart; eBay no longer includes the buyer’s emails when the transaction is complete, because eBay thinks it’s their customer, not my customer. I just happen to have something that person wants however momentarily. But the customer, let’s be clear, they think it’s their customer. I’ve been listing on eBay for many years and I have various designations like “power seller.” But the truth is I no longer like or trust them, and frequently contemplate cutting the cord and going back to the old ways of doing things, or wishing the gods of tech would create a better newer way to go back to the future.

 

Remember, Amazon, which changed the entire landscape of global retail and started the death cycle for the physical store, began with books. Amazon killed the traditional way of selling books and then proceeded to gobble up everything else in sight. I hope I live long enough to see the next major technical innovation or disruption bring back the personal relationships to the business side of books.


Posted On: 2019-01-01 13:43
User Name: davereis

I thought I had seen it all with internet greed, but that one blew my mind also. Ebay commissions on shipping charges!


Posted On: 2019-01-01 15:00
User Name: billbluesky

I love your article and all the takes on how the biz has changed, but surely you know that it was Peter Howard, not Martin, who owned Serendipity. Senior moment? Bill Mooney, Blue Sky Books


Posted On: 2019-01-01 16:12
User Name: theoddbook

Thank you for this. I believe charging commission on shipping (ABE does too) was initiated to thwart sellers who were listing a $40 book for $5 + $35 shipping. Jim Gow, The Odd Book


Posted On: 2019-01-01 19:08
User Name: markholmen

Amazon is a predator. In the Christmas season of 2010, they told their customers that if they would go to a brick and mortar bookstore and scan a book, then buy it from Amazon... they would be given an additional 5% off the price. A year later, Borders Books closed their doors, much to the glee of Jeff Bezos. I am a book dealer myself and believe in free enterprise but I refuse to list or buy from Amazon. I hate hearing folks say "yea, I know they want to own the world but it is so easy to buy from them". We will all regret that some day.


Posted On: 2019-01-07 18:22
User Name: Bkwoman

Hi Susan, Thanks for your great article. I almost cried when I saw the last days of Peter's Serendipity bookstore. It was such a goldmine. I've been in the business 28 years now and have seen the same changes and the same greedy "big box" listing services. I don't use EBay but do use ABE and Biblio.find, both of whom charge a commission on shipping and have no seller loyalty at all. I think we can also thank the $1 book folks for that as they make their money on shipping and so the big guys aren't making enough money on the $1 sales, so they siphon some of the profit on shiping. My other favorite is when someone comes into our store (we have one of the few book co-operatives in the U.S.), scans the books and then goes home and buys it for a dollar or two on Amazon. I don't list on Amazon, but I admit I occasionally buy a book for a customer and feel guilty the whole time. Cheerio, chin up, pip pip, and all that!!


Rare Book Monthly

  • <center><b>Dominic Winter Auctioneers<br>The Library and Picture Collection of the late Martin Woolf Orskey<br>June 26</b>
    <b>Dominic Winter Auctioneers<br>June 26:</b> Book of Hours. Illuminated manuscript, Flanders or northern France, c. 1450. With 12 full-page illuminated miniatures. £10,000 to £15,000
    <b>Dominic Winter Auctioneers<br>June 26:</b> Zahrawi, Abu’-Qasim, al- (c. 936-1013). <i>Albucasis chirurgicorum omnium,</i> Strasbourg, 1532. The first comprehensive illustrated treatise on surgery. £3,000 to £5,000
    <b>Dominic Winter Auctioneers<br>June 26:</b> Milles, Thomas. <i>The Custumers Alphabet and Primer,</i> 1608. Gilt supralibros of 17th-century English bibliophile Edward Gwynn. £2,000 to £3,000
    <center><b>Dominic Winter Auctioneers<br>The Library and Picture Collection of the late Martin Woolf Orskey<br>June 26</b>
    <b>Dominic Winter Auctioneers<br>June 26:</b> Guillemeau, Jacques. <i>Child-Birth or, the Happy Deliverie of Women,</i> 1st edition in English, 1612. The second midwifery manual printed in English. £1,500 to £2,000
    <b>Dominic Winter Auctioneers<br>June 26:</b> Rabisha, William. <i>The Whole Body of Cookery Dissected,</i> 1st edition, 1661. Rare. Five copies in libraries. £2,000 to £3,000
    <b>Dominic Winter Auctioneers<br>June 26:</b> Royal binding. <i>An Abridgment of the English Military Discipline,</i> 1678. Contemporary red goatskin gilt by Samuel Mearne for Charles II (1630-1865). £1,500 to £2,000
    <center><b>Dominic Winter Auctioneers<br>The Library and Picture Collection of the late Martin Woolf Orskey<br>June 26</b>
    <b>Dominic Winter Auctioneers<br>June 26:</b> Pallavicino, Ferrante. <i>The Whores Rhetorick,</i> 1st edition in English, 1683. Rare anti-Jesuit satire. £2,000 to £3,000
    <b>Dominic Winter Auctioneers<br>June 26:</b> Swift, Jonathan. <i>The Benefit of Farting,</i> 1st London edition, 1722. Teerink 19. £2,000 to £3,000
    <b>Dominic Winter Auctioneers<br>June 26:</b> Edwards, George. <i>Natural History of Uncommon Birds</i> [and] <i>Gleanings of Natural History,</i> 7 volumes, 1743-64. Contemporary tree calf, 362 hand-coloured engraved plates. £8,000 to £12,000
    <center><b>Dominic Winter Auctioneers<br>The Library and Picture Collection of the late Martin Woolf Orskey<br>June 26</b>
    <b>Dominic Winter Auctioneers<br>June 26:</b> Campbell, Patrick. <i>Travels in the Interior Inhabited Parts of North America,</i> 1st edition, 1793. Howes C101; Sabin 10264. Uncut in original boards. £5,000 to £8,000
    <b>Dominic Winter Auctioneers<br>June 26:</b> Hearne, Samuel. <i>A Journey from Prince of Wales's Fort in Hudson's Bay, to the Northern Ocean,</i> 1st edition, 1795. Sabin 31181. Large-paper copy. £2,000 to £3,000
    <b>Dominic Winter Auctioneers<br>June 26:</b> Edgeworth, Maria. <i>The Match Girl, A Novel,</i> 1808. £1,000 to £1,500
  • <b>Swann Auction Galleries:</b> Ian Fleming, <i>Goldfinger,</i> first edition, inscribed to Sir Henry Cotton, MBE, London, 1959. Sold for $25,000.
    <b>Swann Auction Galleries:</b> Joseph Brant, Mohawk Chief, ALS, writing after pledging support to King George III against American rebels, 1776. Sold for a record $35,000.
    <b>Swann Auction Galleries:</b> Sonia Delaunay, <i>Ses Peintures</i> . . ., 20 pochoir plates, Paris, 1925. Sold for a record $13,750.
    <b>Swann Auction Galleries:</b> Diana, Princess of Wales, 6 autograph letters signed to British <i>Vogue</i> editor, 1989-92. Sold for $10,400.
    <b>Swann Auction Galleries:</b> Alexander Hamilton, ALS, as Secretary of the Treasury covering costs of the new U.S. Mint, 1793. Sold for $12,500.
    <b>Swann Auction Galleries:</b> Benjamin Graham & David L. Dodd, <i>Security Analysis,</i> first edition, inscribed by Graham to a Wall Street trader, NY, 1934. Sold for $20,000.
    <b>Swann Auction Galleries:</b> George Barbier & François-Louis Schmied, <i>Personnages de Comédie,</i> Paris, 1922. Sold for $9,375.
    <b>Swann Auction Galleries:</b> Alphonse Mucha, <i>Ilsée, Princesse de Tripoli,</i> Paris, 1897. Sold for a record $13,000.
    <b>Swann Auction Galleries:</b> Ralph Waldo Emerson, <i>The Dial,</i> first edition of the reconstituted issue, Emerson’s copy with inscriptions, Cincinnati, 1860. Sold for a record $3,250.
  • <b>Christie’s Paris:</b> Blaise Cendrars and Fernand Léger, <i>La Fin du monde filmée par l’ange N.-D.,</i> Paris, Editions de la Sirène, 1919
    <b>Christie’s Paris:</b> André Breton, <i>Second manifeste du Surréalisme,</i> Paris, Editions Kra, 1930
    <b>Christie’s Paris:</b> Paul Eluard and Pablo Picasso, <i>La Barre d’appui,</i> Paris, Editions « Cahiers d’Art », 1936
    <b>Christie’s Paris:</b> Blaise Cendrars and Fernand Léger, <i>La Fin du monde filmée par l’ange N.-D.,</i> Paris, Editions de la Sirène, 1919
    <b>Christie’s Paris:</b> Hans Bellmer, <i>Die Puppe,</i> Paris, G.L.M., 1936
    <b>Christie’s Paris:</b> Salvador Dali, <i>La femme visible,</i> Paris, Editions Surréalistes, 1930
  • <b>Doyle, The Estate of Oleg Cassini. June 27</b>
    <b>Doyle, The Estate of Oleg Cassini:</b> KENNEDY ONASSIS, JACQUELINE Typed letter signed to Oleg Cassini. $400 to $600
    <b>Doyle, The Estate of Oleg Cassini:</b> [CASSINI-KENNEDY FASHIONS] Important archives related to the development of fashions for Mrs. Kennedy… $4,000 to $6,000
    <b>Doyle, The Estate of Oleg Cassini:</b> [CASSINI-KENNEDY FASHIONS] Detailed ledger of the Kennedy White House years… $500 to $800
    <b>Doyle, The Estate of Oleg Cassini:</b> KELLY, GRACE. Four autograph letters to Oleg Cassini. $5,000 to $8,000
    <b>Doyle, The Estate of Oleg Cassini. June 27</b>
    <b>Doyle, The Estate of Oleg Cassini:</b> CASSINI, OLEG. Group of Kennedy-era original fashion sketches. $1,000 to $1,500
    <b>Doyle, The Estate of Oleg Cassini:</b> KENNEDY ONASSIS, JACQUELINE. Autograph letter signed to Oleg Cassini. $800 to $1,200
    <b>Doyle, The Estate of Oleg Cassini:</b> CASSINI, OLEG. Fashion sketch titled “Mrs. Kennedy-Palais de Versailles-State Dinner.” $800 to $1,200
    Doyle, The Estate of Oleg Cassini: [CASSINI, OLEG - KENNEDY, JACQUELINE.] Group of approximately 130 original fashion designs… $800 to $1,200.
  • <b>Bonhams, Jun 13 results:</b> Darwin, Charles. <i>On the Origin of Species.</i> Presentation Copy. Sold for $500,075.
    <b>Bonhams, Jun 13 results:</b> Darwin, Charles. Autograph Letter Signed, 3 pp, negotiating the 2nd American edition with Appleton. Sold for $21,325.
    <b>Bonhams, Jun 13 results:</b> Hemingway, Ernest. Autograph Letter Signed, 8 pp, Paris, 1924, to his father discussing Bullfighting, Stories, and his new baby. Sold for $25,075.
    <b>Bonhams, Jun 13 results:</b> Shakespeare, William. <i>Corialanus.</i> London, 1623. 1st printing [Extracted from the First Folio]. Sold for $50,075.
    <b>Bonhams, Jun 13 results:</b> Swift, Jonathan. <i>Gulliver's Travels.</i> London, 1726. 1st edition, Teerink's A edition, fine, large copy. Sold for $21,325.
    <b>Bonhams, Jun 13 results:</b> Fitzroy, Robert. Autograph Letter Signed to agent Thomas Stilwell, informing him of the progress of H.M.S. Beagle. Sold for $17,575.
    <center><b>Bonhams<br> Property from the Collection of Nicole and William R. Keck II</b>
    <b>Bonhams, Jun 13 results:</b> Shakespeare, William. <i>Sonnets.</i> 1901. 2 volumes. Printed on vellum and illuminated by Ross Turner, bound by Trautz-Bauzonnet. Sold for $13,825.
    <b>Bonhams, Jun 13 results:</b> Beardsley, Aubrey. <i>The Birth, Life, and Acts of King Arthur.</i> 1893-94. 2 volumes. Contemporary painted vellum gilt by Chivers. Sold for $5,325.
    <b>Bonhams, Jun 13 results:</b> Assisi, St. Francis. <i>The Canticle of Brother Sun.</i> Illuminated on vellum, for the Grolier Society. Sold for $7,575.
    <b>Bonhams, Jun 13 results:</b> Rackham, Arthur. <i>Peter Pan in Kensington Gardens.</i> 1/500 copies signed by Rackham. Sold for $4,825.
    <b>Bonhams, Jun 13 results:</b> Proust, Marcel. <i>Du coté de chez Swann.</i> 1st edition, 1st issue. Inscribed by Proust. Sold for $8,825.

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