Like many others who a part of a book group, my book group has become a vital part of my life. Having spent decades in the book business, it’s also been a fascinating portal into not only what others love to read (and why), but to see how they prefer to read.

Over the last decade, I’ve seen several of my book group friends switch to e-books. Each month, I bring my print volume.

The feel of a book creates a different kind of reading experience.

The feel of a book creates a different kind of reading experience.

This week, one of the e-book pioneers told me she’d recently read a printed book and is going back to print. “What is it that is drawing you back to print?,” I ask. Without specifics, my friend and neighbor explains that, “it’s a totally different reading experience … it’s more real and it’s simply a better experience than reading on a screen.”

Even though she has all of the Amazon perks from being a long-time Kindle user, she’s limiting her e-book reading to travel. Otherwise, she’s going back to print and buying those books at our local indie bookstore, who hosts my neighbor’s knitting group.

The IT professionals forecasted that e-books would be the dominant format by now. What clouded the judgment was the fascination with technology as innovations were radically changing our lives. Now, there’s been time and space to compare both experiences. And, people are choosing what feels best and most rewarding.

With a six percent growth in unit sales January through June of this year versus 2015, my neighbor is not alone. Reading is more than accessing type immediately.

Print books are a beautiful invitation to shut out the distractions that surround us and enjoy the weight of a good story or immerse ourselves in the topic we choose.

Not that readers who have been reading e-books will choose to return completely to print, but readers are acknowledging the reading experience is different … and better … with print.

I think we’re at a tipping point in developing alternatives for affordable retail space …

Mark and I recently visited Nashville, our former home town, and loved traveling East Nashville, a community blossoming with home renovations and new cafes and retail stores.

While Nashville is known as a creative community … home of the Southern Festival of Books, Ann Patchett’s Parnassus Books, plus all of those creative songwriters and composers who come from all over the world to contribute to the world of entertainment.

IMG_0131What we stumbled across was The Idea Hatchery, a cluster of small spaces near a major intersection. The flyer we picked up began with the headline:

“Start a Small Business in East Nashville”

Then continued, “The Idea Hatchery is”

* A community of small independent businesses hosted in 8 individual buildings.

  • An arrangement of buildings that have footprints of 168 sf, 256 sf, and 320 sf.
  • An opportunity to experiment and to share ideas with other small business owners.

The Idea Hatchery offers:

  • 1 year leases with no limits on renewal.
  • Reasonable rents with pro-rated utilities…”

Check out the gallery of photos and just imagine all of the cool things people discover when they visit.

New models are surfacing. They focus on collaboration, synergy, and creative energy. It’s an exciting era for indie businesses.

Publishers Weekly does such a good job in reporting on research that affects the book industry and their recent snapshot on today’s educational e-book market prompted me to think about how the results will affect the sale of print books in bookstores as students become familiar with using e-books.

Children may regard ebooks like parents regard computer screens: work.

Children may regard ebooks like parents regard computer screens: work.

Quoting from the 2014 School Library Journal “Survey of E-book Usage in Schools,” PW notes that 66% of schools across the country currently offer e-books, a 10% increase over the previous year. The portion of children who have read at least one e-book has increased steadily over the last five years.

There are issues galore that the educational community are grappling with: the digital divide; the cost of ongoing investments in technology, tech support, and staff training; selecting and sourcing e-books; plus providing the format that is best for the student and the subject being taught.

If we look to the future, it appears that the number of ways we can read will expand. Being able to read has always been important to success in life, now technical skills will be needed to access information.

It’s interesting that booksellers whose spouses work for Apple and Facebook note that families with roots in the field want their children to read print. They want their children to be well-rounded and able to focus on reading without distraction. Many limit “screen time” and look for ways to maintain a healthy attention span when there are many temptations for digital escape.

What will the students of today prefer as they age? My call is that those who have a balanced diet of reading electronically and reading in print will be proficient in researching and skimming information as needed for tasks. When it comes to reading for fun, turning the pages of a print book will be a break from technology, offering a sensory experience during those cherished moments for quiet adventure.

I am fascinated with the Every Door Direct tool developed by the U.S. Postal Service. Designed for use by small businesses for planning door-to-door marketing, it turns out this is quite a valuable resource for prospective business owners.

very Door Direct Mail allows you to analyze your market by postal carrier route

Analyze your market by postal carrier route for detailed information on neighborhoods within a community

Here’s how it works … Go to the home page at https://EDDM.usps.com and enter a zip code you want to explore. Using the menu options below (Route & Residential), refine your search. Use your mouse to hover over different carrier routes and you’ll see demographic data appear on the screen describing who lives there.

This resource is perfect for:
Obtaining much more detailed demographics than by zip code or market analysis that takes a random 1, 3, and 5 mile radius around a particular address

Identifying neighborhoods and even streets that would be best for your new business

Collecting data for your business

Gathering marketing information to use later as you target your promotions

And, it’s free and available to you right now.

If you’re a visual person like me, it’s great to see the map, clip and save sections, and use the tables to choose the routes and tabulate population totals.

Market research has never been this fast, easy, or valuable.