Rare Book Monthly

Articles - March - 2010 Issue

Observations on Bookselling from the San Francisco Fair

Sfbookfair2010

Booksellers offer their views on the San Francisco Fair.


By Michael Stillman

This month, two booksellers have been kind enough to share their written observations from the recent San Francisco Antiquarian Book Fair. One, Susan Halas, of Prints Pacific, Maui, Hawaii, attended as a visitor, the other, Chris Lowenstein, of Book Hunter's Holiday, San Mateo, California, was a vendor. Interestingly, their observations were somewhat the reverse of what I expected.

It's hardly news that book fairs are not performing as well as they once did. With the current recession now tacked onto what had been a general decline, many see fairs as an endangered species. However, participant Chris was, for the most part, pleased with the results. Visitor Susan, on the other hand, was disappointed.

That a seller would be pleased with a fair's performance today is good news and somewhat surprising. What we weren't expecting to hear was that a visitor was disappointed. Maybe that isn't bad news. If visitors are disappointed, there is room for improvement, and if there is room for improvement, there is room for increased sales. So, if you are a bookseller, you should listen carefully, especially to criticism, as a pat on the back will do you no good. Here we have thoughts from both booksellers, starting with those of Susan, the observer.

"I tried to visit every booth. I saw much to admire and covet," comments Susan. "I saw little or nothing to buy. There were however many wonderful people who I finally got to meet in the flesh."

To intersperse a little editorial commentary here, there was much to admire and covet, but almost nothing to buy. How is this possible? I'll go out on a limb and say price is a major issue. Booksellers should take notice. Some are adjusting prices to the times, others are waiting for time to readjust prices. That is the individual seller's call, but it's a mistake to send a willing buyer away empty handed.

If books are too expensive to collect, there will be no collectors. So, if you don't choose to lower prices on your best material, then bring something along the not-so-wealthy dealer or collector can afford. Few new collectors start at the top end of the price spectrum. Every young, potential new collector who walks out the door thinking that books are too expensive represents a failure for the trade.

Now, we return to Susan's own words for some excellent marketing advice from someone who has spent forty years in sales, "from a blanket on the ground at the swap meet to selling commercial properties for millions of dollars."

"I hated the lighting. Almost all of the booths with rare exceptions were dark and gloomy. It had the ambience of an aquarium. Most of it had the pizzazz of the very back of your darkest closet."


A century ago, the great collectors had their dimly lit libraries, filled with dark colored furniture, bookcases, and bindings. It evoked class. People don't think that way anymore. They like brightness and light. Darkness and gloom is a turn off.

Rare Book Monthly

  • <b>Bonhams: Treasures from the Eric C. Caren Collection: How History Unfolds on Paper, Part VII (Online). March 6-14, 2019
    <b>Bonhams, Mar 6-14:</b> Albert Einstein A remarkable letter on God in English, one of his most eloquent and quoted, 1 p, July 2, 1945. $100,000 to $150,000.
    <b>Bonhams, Mar 6-14:</b> Benjamin Lincoln's commission as Major General in the Continental Army, February 19th, 1777. $60,000 to $90,000.
    <b>Bonhams, Mar 6-14:</b> Broadside. A Poem Upon the Bloody Engagement That Was Fought on Bunker's-Hill. 1775. $15,000 to $25,000.
    <b>Bonhams, Mar 6-14:</b> Early, full printing of the Star-Spangled Banner in The Yankee, October 7, 1814. $8,000 to $12,000.
    <b>Bonhams, Mar 6-14:</b> Paul Revere. Engraving, “The Boston Massacre Perpetrated on March 5, 1770," in <i>Massachusett's Calendar 1772.</i> $8,000 to $12,000.
  • <b>Swann Auction Galleries, Feb 21:</b> NASA archive with 351 photographs, silver & chromogenic prints, 1960-2002. $6,000 to $9,000.
    <b>Swann Auction Galleries, Feb 21:</b> Edward S. Curtis, suite of 18 cyanotypes, 1910-14. $25,000 to $35,000.
    <b>Swann Auction Galleries, Feb 21:</b> Edward S. Curtis, <i>Horse Capture, Atsina,</i> unique copper plate for <i>The North American Indian,</i> 1908. $60,000 to $90,000.
    <b>Swann Auction Galleries, Feb 21:</b> John Whipple, <i>Harriet Beecher Stowe,</i> salted print from a calotype negative, 1853. $10,000 to $15,000.
    <b>Swann Auction Galleries, Feb 21:</b> Lewis Carroll, <i>Xie Kitchen,</i> albumen print, circa 1872. $8,000 to $12,000.
    <b>Swann Auction Galleries, Feb 21:</b> Ansel Adams, <i>Taos Pueblo,</i> limited, signed first edition of the artist's first book, 12 silver bromide prints, 1930. $30,000 to $45,000.
    <b>Swann Auction Galleries, Feb 21:</b><br>JFK in his motorcade about 2 mins before his assassination, chromogenic print, 1963. $2,000 to $3,000.
    <b>Swann Auction Galleries, Feb 21:</b> Anton Guilio Bragaglia, 6 photomechanical postcards with facsimile signatures, 1911-13, printed 1932. $30,000 to $45,000.
    <b>Swann Auction Galleries, Feb 21:</b> Société Anonyme, Inc, group of 9 postcards, including 8 real photo postcards, 1920-30. $25,000 to $35,000.
  • <b>Bonhams, Mar 12:</b> Walt Whitman. <i>Leaves of Grass.</i> First edition, first issue, SIGNED in block letters by Whitman. 1855. $200,000 to $300,000
    <b>Bonhams, Mar 12:</b> Isaac Newton's copy of John Greave's <i>Pyramidographia,</i> London, 1646. $50,000 to $70,000
    <b>Bonhams, Mar 12:</b> Colonel John Mosby. Robert E. Lee's autograph letter to Samuel Cooper reporting on Mosby's exploits, with Cooper's autograph note ordering his appointment to Major.
    <b>Bonhams, Mar 12:</b> Gyula Halasz Brassai. Large archive of autograph and typed letters, over 260, to his family including his wife Gilberte, 1947-1978. $40,000 to $60,000
    <b>Bonhams, Mar 12:</b> Archive of drawings and letters from Harper Lee to Charles Carruth, including an inscribed first edition of <i>To Kill a Mockingbird.</i> $20,000 to $30,000
    <b>Bonhams, Mar 11:</b> VESALIUS, ANDREAS. 1514-1564. <i>De humani corporis fabrica libri septem.</i> Basel: Johannes Oporinus, June 1543. $300,000 to $500,000
    <b>Bonhams, Mar 11:</b> HARVEY, WILLIAM. 1578-1657. <i>De motu cordis & sanguinis in animalibus Anatomica Exercitatio.</i> Leiden: Joannis Maire, 1639. $25,000 to $35,000
    <b>Bonhams, Mar 11:</b> BERENGARIO DA CARPI, GIACOMO. 1460-1530. <i>Isagogae breves perlucide ac uberrimae in Anatomiam humani corporis.</i> Bologna: Benedictus Hectoris, 15 July 1523. $15,000 to $25,000
    <b>Bonhams NY, Mar 11:</b> FRANKLIN, BENJAMIN. 1706-1790. <i>Experiments and Observations on Electricity, made at Philadelphia in America…</i> London, 1769. $10,000 to $15,000
    <b>Bonhams NY, Mar 11:</b> BENIVIENI, ANTONIO. 1443-1502. <i>De abditis nonnullis ac mirandis morborum et sanationum causis.</i>Florence: Filippo Giunta, 1507. $8,000 to $12,000
  • <b>Christie’s Paris, 20 Feb:</b> BELON. <i>L’Histoire de la nature des oyseaux.</i> Paris : Corrozet, 1555. $17,000 to $23,000
    <b>Christie’s Paris, 20 Feb:</b> MIOMANDRE – BARBIER. <i>Dessins sur les danses de Vaslav Nijinsky.</i> Paris. 1913. $23,000 to $34,000
    <b>Christie’s Paris, 20 Feb:</b> HOKUSAI. <i>Fugaku Hyakkei, Edo : Nishimura Yûzô.</i> 1834-1875. $58,000 to $80,000
    <b>Christie’s Paris, 20 Feb:</b> EDWARDS. <i> <br>A Natural History of Uncommon Birds…</i> London : Printed for the Author. 1743-1764. $35,000 to $46,000
    <b>Christie’s Paris, 20 Feb:</b> VESALIUS. <i><br> De Humane Corporis Fabrica libri septem...</i> Basle : J. Oporinus. 1555. $58,000 to $80,000
  • <b>Morton Subastas on Bidsquare:</b><br>Die Französische Expedition gegen Mexico /Beilagen zum Beiheft des Militair - Wochenblattes
    <b>Morton Subastas on Bidsquare:</b><br>The Architecture Of M. Vitruvius Pollio. London, 1791.
    <b>Morton Subastas on Bidsquare:</b> Estatuto Provisional del Imperio Mexicano. México: Imprenta de Andrade y Escalante, 1865.
    <b>Morton Subastas on Bidsquare:</b> Historia de Méjico... México, 1849 - 1852.
    <b>Morton Subastas on Bidsquare:</b> Juárez, Benito - Ogazón, Pedro. Legajos de Bandos del Estado de Guadalajara, 1860-1863.
    <b>Morton Subastas on Bidsquare:</b> Sigüenza y Góngora, Carlos. Mapa de las Aguas que por el Círculo de 90 Leguas Vienen a la Laguna de Tescuco... Méx, 1748.
    <b>Morton Subastas on Bidsquare:</b> Cruces y Campa / Aubert / Valleto. Pareja Imperial, Fusilamiento de Maximiliano, Tipos Mexicanos... ca,1875.

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