Where books live

Published: 2010 - April/June, Dossier: The e-book revolution

The Italian market is still unknown, but the U.S. market has now been invaded by the new e-book format. This sector is now growing but has proven to grow rapidly, thanks to new entrepreneurs, professionals and readers, each of them ready to participate with new ideas. What is certain is that the era of the printed book seems destined to end, but maybe it’s just an opportunity to rethink a place that will continue to exist and exercise its charm. We spoke with Daniel Melamud, French department manager of Rizzoli Bookstore in New York.

How has the American publishing market been changed with the introductions of e-books? How are the customers changing?
“E-books are completely transforming the economics and fundamental processes of publishing. The titles sell for cheaper than their print counterparts but the costs to the publisher are lower as well. There are no printing, paper or binding costs; no warehousing costs; and no returns to factor in. It has simplified the practice of publishing tremendously. And the introduction of the latest e-readers certainly offers customers a viable alternative to the traditional book. In speaking with patrons of Rizzoli Bookstore I commonly find two things are considered in this decision; the weight and the font size. If you’re ready to tackle ‘War and Peace’ on your commute but not ready to work on your upper body strength then an e-reader is an attractive option.”

Many people say the book is condemned to die by the new technologies. Do you share this fear?
“Not in the near term. E-readers can improve portability and in some instances make text easier to read but cannot compete when it comes to presentation. Art, design, photography, architecture and other subjects require a certain format and feel to communicate their message. Also, such books often bring people together. A coffee table book that stimulates discussion cannot be replaced by an e-reader, which aims to be a personal device. Then there are people like myself who feel at ease and at home when surrounded by books. These new technologies provide an alternative medium but do not replace the traditional book.”

The traditional bookshops can have the same problems, as well. In your opinion, how does a modern bookshop act towards whose customers who follow these technologies?
“When it comes to novels, there will be many people who decide to download the e-book from home instead of visiting a store. So it is more important than ever for bookshops to stock visually appealing artifacts, objects of beauty that you want to hold and touch. These stores must take advantage of the fact they provide a space where you can more easily discover new titles and get advice and suggestions on which books you would enjoy. They need to ensure their service is more personal than what can be offered online. It is easy to forget just how enjoyable an experience a visit to a bookshop can be. Like a museum where you can touch the art, listen to music and lose yourself in different worlds and times, a good bookstore is an oasis and a respite from the chaos of daily life.”