Taking stock

We’ve now had eight consecutive years of growth in the Irish market, bucking the trend of most other territories in the world. People in Ireland are great readers and books have historically been relatively recession-proof, but how long can this good fortune last in the present environment of rising costs, “culture wars” and apocalyptic news cycles? Maybe now would be a good time to take a step back to think seriously about how our trade operates: how we publish books, how we sell books, and how we communicate with each other and with readers.

In Ireland, especially, we need reps now more than ever, as they usually serve as the first point of contact whenever there are supply issues

We know that there are too many books being published, but it’s a refrain as old as the hills, with no apparent change in sight. So how can publishers give their books the best chance to succeed in bookshops? The best way would be to invest in the most important element of the bookseller-publisher relationship. Everyone who loves books appreciates the work of great editors and designers. Most of us involved in the industry understand the amazing work done by marketing and publicity, by publishers and by agents. And yet it seems to us on the bookselling side of the fence that the industry is critically undervaluing some of its most important members: sales reps. There was one single representative for sales in the 2023 cohort of The Bookseller Rising Stars, compared to seven for marketing and publicity and eight for editorial. If you acknowledge the importance of communication in general, and in particular the importance of communication between the publishing and bookselling ends of our trade, then you start to see why the sales reps are the cogs around which everything turns and you might well start to wonder why they aren’t being recognised as they should.

It seems to us on the bookselling side of the fence that the industry is critically undervaluing some of its most important members

In Ireland, especially, we need reps now more than ever, as they usually serve as the first point of contact whenever there are supply issues. Which, unfortunately, is still a regular occurrence—even though more than three and a half years have passed since the UK exited the EU. The consensus is that supply into Ireland right now is shockingly unpredictable: some consignments arrive as smoothly and quickly as in pre-Brexit times, and some can take three weeks—and nobody seems to be able to figure out why, or how to improve the situation. If you are frustrated at the lost sales and increased returns, you are not the only one.

Both sides of the aisle

There’s undoubtedly work to be done on both sides of the aisle. Booksellers, if you’re still doing things the same way you were five years ago then it’s likely you’re not doing your business justice. The market is changing, and we must work to keep up. How are you researching new stock? We all have to be more proactive on that front these days, which does take time and energy. How are you adapting your business to engage digital natives like Generation Z and beyond? Perhaps you are going to keep things pretty much as they always have been; there will still be a market for that, but make sure that you are telling your story and explaining what makes you special—both in your bookshop and online.

Many booksellers in Ireland are in the early stages of a significant change to their business right now, due to the changes in the supply of schoolbooks. Publishers, if you want those bookshops to survive and thrive into the future then now is the time to talk to them—see how you might help each other to further develop your businesses. Events like the Irish Book Trade Conference and Trade Show are more important now than ever, giving booksellers, publishers and others involved in the trade a chance to come together to discuss all these issues of mutual importance. The inaugural Trade Show which took place this year gave lots of booksellers leads on publisher contacts, new products and improved services—and next year’s event should be even bigger.

The right thing to do

Publishers, now is the time to put into action those fine sentiments you often proclaim about loving bookshops and supporting bookshops. Irish booksellers are coming under attack in the culture wars [there have been protests from hard-Right groups over LGBTQ+ book stock etc] and it would be the right thing to do (and make good financial sense) to pitch in now with your full support. Give your sales reps more time to communicate with booksellers; it will be mutually beneficial. Talk to booksellers about what’s selling through channels other than their shops—both you and they could sell more books. And for crying out loud stop only linking to Amazon for sales—in this day and age it is indefensible.

I don’t want to sound too pessimistic; I’m actually an optimist. Our industry isn’t perfect, but it is full of brilliant, passionate, generous people all working very hard to produce one of the most accessible forms of art and culture, and then to get those wonderful books into the hands of anyone who might want them. I can think of worse ways to spend your time. We have some things to think about and some problems to fix, but I think we can do it.