(from Shelf Awareness, 8/31/15)
Less than two years after opening, Ancestry Books, Minneapolis, Minn., is closing its bricks-and-mortar store on September 26, the store announced on Facebook. It will continue to host events and "in a couple months will have a new online store."
Owners Verna Wong and Chaun Webster cited difficulties with their landlord for the decision: being put on a month-to-month lease since June 1 and the landlord's firing of the management of the Lowry Café and closing it until it finds new management. They wrote: "Eddie Hutchins, who managed at the Lowry Cafe for three year, has been a huge supporter of Ancestry Books, and was also in negotiations with the owner to purchase the Lowry Cafe. We are not only displeased with this practice on the part of the owner, who we lease from, but we can no longer in good conscience continue with this relationship."
Ancestry Books is "a family-friendly bookstore offering reading material focused on authors of color, queer theory authors of color, children's books, urban planning, and other writers with unique voices," City Pages wrote.
MIBA and our winter catalog printer Quad Graphics hosted a productive webinar with about 15 people on the call. The agenda: educate booksellers on our new form of direct mail: saturation mailing.
Saturation mail is a fantastic option whether or not you'd like to use your own mailing list. At nearly HALF the cost of standard postage, we can help you saturate either 1) a certain quantity of customers in a radius outward from your store or 2) a targeted zip code or postal carrier route.
Here's an example. A local business wants to do a direct mail campaign to drive store traffic by sending out 5,000 promotional pieces.
Option 1 – Saturation mail
Option 2 - Standard direct mail
Saturation mail generates 44.5% savings in postage! How? Saturation is efficient at the level of the post office, as carriers simply slip your mailing into their daily delivery and place them in every household on their route.
Bookseller's ordering options are listed on the catalog page of our website.
If you already do direct mail...
Overall, it looks like saturation mailing could make a bookseller's holiday much merrier. As always, if you have questions, please contact us.