Loida Garcia-Ceba ask on her new blog how librarians are serving the Latino population. She points out that libraries should continue “trying to figure out how to address topics such as immigration, health and education to mention a few” through their services. This should be done in an inclusive way to “involve publishers, distributors, scholars and professional associations.”

We could not agree more. That is one of the reasons we started this blog, to further this type of conversation. In the last few months we have ask our library friends about what they are doing to attract Spanish-speaking patrons to their libraries and serve them during the holidays.

At the same time that we were reading Loida’s article we saw this week’s poll by Library Journal that showcases how immigration is driving changes in the collections and services of the library. Furthermore, according to the previous poll, immigration is also a divisive issue in the community. These are some of the finding from past polls (from newest to oldest):

• 56% of librarians polled believed that immigration is driving changes in the collections and services of the library.
• 78% believe that immigration is a divisive issue in their community.
• 71% believe that their library board is getting more political.
• 60% believe that the library understands the community agenda although only 26% of libraries have an active role on it.
• 78% believe that their library does not work to solve community issues.
• 52% measure its impact in the community.
• 91% believe that their library is more concerned with outreach to the community as opposed to stewardship of the collection/
• 57% consistently reach out to new groups of patrons.
• 55% does not believe that their library’s leaders are visible in the community.
• 55% believe that their library’s mission is tightly woven to the needs of the community.

There are many things that can be discerned from these, unscientific – yet valid, polls. One thing seems certain, librarians care about their communities and immigration is slowly making its way into the conversation. Still, according the latest Pew poll only 13% of respondents use the library to find information about solving their problems. True that poll dealt mostly with issues that are connected to government agencies, did not focus specifically in the immigrant or Latino population, and did not include other reasons why people use the library. Yet, it shows that libraries have a great way to go to regain their place as information sources and helping their community solve their problems.

Libraries continue to provide a great service and are wonderful resources to immigrants and other populations. All the librarians with whom we have talked agree that they should continue to provide – or start providing – the tools to address the issues immigrants care about (citizenship, health, education, parenting, businesses development, and many other). And, what better way to do this than by sharing their work with other librarians through Loida’s blog (or blogs). We are looking forward to her next articles to see what libraries are doing in this area and others. Loida, we are glad to join the conversation.

Muchas gracias,

Sus amigos @ SBD

Comments or Suggestions / Comentarios o Sugerencias: blog@sbdbooks.com

De acuerdo a ABA en el 2007 abrieron sus puertas 115 nuevas librerías en Estados Unidos. Esto marca el tercer año de más de 100 librerías nuevas en EEUU. Como comentarío, parece ser que estas 115 nuevas librerías son nuevas librerías en la asociación de ABA. Esta asociación cuenta con unas 1800 librerías independientes, cuando hace 5 años tenían más de 4,000 miembros registrados. Claro, no están todas las que son, y se podría decir que no son todas las que están.

Es siempre buena noticia cuando abren nuevas tiendas, se dediquen o no al libro en español, que es lo que nos preocupa y ocupa a algunos. Esperemos que esta tendencia continúe y que puedan florecer en un mercado cada vez más competitivo pero que cada vez necesita más de buen servicio en nichos específicos.

La reducción de tiendas en años pasados, que también ha afectado al sector del libro en español, ha hecho que la selección de libros dependa de muy pocos compradores concentrados en las grandes cadenas, que obviamente tienen una cierta tendencia a elegir libros que puedan demostrar su rentabilidad rápidamente. Esto es lógico, ya que sigue siendo un negocio y como tal necesita de estos libros para sobrevivir, aunque también la llamada Larga Cola tenga su buena rentabilidad. Qué diferente el mundo de las bibliotecas públicas que no solo cuentan con los libros populares sino con aquellos que no siendo tan populares interesan a lectores o tratan de temas de relevancia.

Hace poco escribiamos sobre como pueden competir las tiendas independientes con las grandes cadenas (partes 1, 2 y 3). En ese momento hablabamos de los servicios que pueden dar las tiendas independientes. A raiz del artículo en ABA y con los comentarios que recibimos de estos artículos, hemos contactado a algunos de nuestros clientes para ver en que nichos creen que las tiendas independientes pueden competir mejor. Estos son los que más han sido citados:

• Libros religiosos y espirituales (incluyendo los de auto-ayuda pero desde una perspectiva religiosa)
• Libros para mujeres (no solamente de romance, sino también de relaciones, mejora personal y cuidado de la casa)
• Libros para empresarios y pequeñas empresas (sobre como dirigirlas, marketing y temáticos de industrias específicas)
• Libros de salud (especialmente cuidado infantil, de ancianos y enfermedades crónicas)
• Libros para padres (para educar a los padres y para que estos a su vez eduquen a los hijos)
• Libros para jóvenes (con lugares donde los jóvenes puedan estar y compartir acerca de sus colecciones favoritas)

Una de las formas como están compitiendo estas librerías independientes es concentrándose en estos nichos, y no es de extrañar. Con los miles de libros publicados en español todos los meses, tener una amplia selección requiere un gran espacio que sólo las grandes cadenas disponen. Centrarse en unos nichos específicos permite tener una mejor colección y conocimiento de estos libros, que a su vez puede ser remitido al cliente lector.

Muchas gracias,

Sus amigos @ SBD

Comments or Suggestions / Comentarios o Sugerencias: blog@sbdbooks.com

Nota: Una de las curiosidades que tiene el internet es ver como viajan las noticias. Esta, aparte de salir en los blogs del ABA y de otros sitios en Estados Unidos, ha viajado a través de Francia para llegar hasta el magnífico blog español de Opinión Con Valor.

El internet es una gran herramienta de trabajo para los autores y editoriales a la hora de promocionar sus libros. Anteriormente comentábamos como promocionar su libro en las bibliotecas, tiendas, medios de comunicación y demás. Ahora le presentamos como puede hacerlo a través del internet.

Como decíamos, la labor del escritor no acaba cuando ha escrito la última página del libro ya que, en la mayoría de los casos, en él o ella, recae la gran parte de la promoción del libro. Lo bueno de esto, es que debido a la pasión por el libro y su profundo conocimiento, el autor es la persona más idónea para llevar ésto a cabo.

Las herramientas que puede encontrar en internet le proporcionan una forma rápida y eficiente de llegar a muchos posibles lectores y presentar su libro. Estas son las principales acciones que recomendamos a los autores y que muchos de ellos están usando con gran éxito. Conviene destacar que estas acciones las debe de empezar mientras está escribiendo el libro, no una vez que haya sido publicado ya. Nunca es demasiado pronto – ni tampoco tarde – para empezar a promocionar su libro.

1. Adquiera su propio dominio de internet: Aun cuando podría tener una dirección virtual bajo el dominio de una de las principales compañías, el tener su propio dominio demuestra más profesionalidad y es mucho más fácil de recordar y asociar son su libro. Escoja el título de su libro (o una parte principal si fuese muy largo) o su nombre. Este dominio le servirá para tener su lugar en internet y también para su dirección de correo electrónico.
2. Haga una página de internet: Como mínimo está página debería tener información general sobre el libro, el autor, su biografía – y bibliografía si tiene más de un libro, donde comprarlo (tanto para el lector como para vendedores), críticas en los medios de comunicación que haya podido tener y/o comentarios de lectores, similar a la contraportada de los libros. Y sin olvidarse de una página para captar los datos de los lectores que quieran recibir más información (importantísimo), y una forma de contactarle a usted.
3. Escriba un blog: Una bitácora electrónica (blog) es esencial para mantener informados continuamente a sus posibles lectores. Si todavía no ha terminado el libro puede ir poniendo muestras y como va avanzando hacia la fecha de lanzamiento. Si el libro ya ha salido puede usarlo para informar donde va a estar presentándolo. Y de todas formas como escritor siempre podrá informar a los lectores sobre el tema, o los temas, que traten sus libros.
4. Participe en redes sociales y otros blogs: Simplemente poner una página de internet y un blog no hará que su libro sea conocido. Para esto tiene que promocionar estos sitios de alguna forma. Una de las mejores maneras es participando en redes sociales, wikis y otros blogs que traten sobre los temas de sus libros o que otros escritores o lectores frecuenten. El objetivo no solo es promocionar su libro, sino también establecerse como en experto para sus temas y construir una red de personas afines a su mercado con los que poder cambiar impresiones y apoyarse mutuamente.
5. Mantenga un boletín electrónico: Seguramente como escritor habrá ido recogiendo direcciones de correo electrónico de personas interesadas en sus libros y escritos (si no, nunca es tarde para empezar). Así mismo, a través del libro de visitas de su página web o subscripciones a su blog, pronto tendrá una base de datos de personas que querrían recibir información de usted. Periódicamente les podrá mantener informados de lo que está ocurriendo con su libro, su industria o otros temas relacionados.
6. Ponga su libro en formato electrónico (ebook): Debería poder ofrecer su libro en en el mayor número de formatos posibles para su público escoja la forma que más le conviene leer. Pero como mínimo (aparte de papel, obviamente) debería tenerlo en formato electrónico. Este lo puede ofrecer gratuitamente en su totalidad, solo unos capítulos, por un precio bajo de compra, o un precio similar al de papel. Cada uno de estos casos tiene sus propias ventajas o desventajas. De la misma forma lo puede presentar solamente para descargar a la computadora del lector o también para los lectores de libros electrónicos como Kindle, Sony Reader, OLPC u otros. Cabe destacar que una vez que lo tiene en formato electrónico (que seguramente lo tendrá ya si lo ha escrito en su computadora) pasarlo a una impresión bajo demanda es relativamente sencillo y le servirá cuando se agoten las existencias que ahora tenga o para un formato alternativo.
7. Añada su libro a las bases electrónicas: Hay una serie de bases de datos electrónicas que muchos de la industria del libro, e incluso los lectores utilizan para buscar información de libros. Seguramente su editorial habrá añadido su libro a estas bases. Debe verificar que la información que se encuentra en ellas sea correcta. Si no está en estas bases o no tiene acceso a ellas, al menos su libro debe de aparecer en el catálogo electrónico de Amazon.com, Barnesandnoble.com, Abebooks, Muze y WorldCat (de OCLC). Cada uno de ellos tiene su forma de aceptar información, condiciones y ventajas que debe revisar y valorar.
8. Establezca una comunidad especializada en su tema: Si no existe ya, aproveche su posición de experto en el tema de sus libros para formar una comunidad alrededor de este tema. Aunque no venda su libro directamente en esta comunidad, muchos de los usuarios pueden estar interesados en sus libros y su posición de experto le ayudará a ganar la confianza de estos.
9. Utilice compañías de internet que ofrezcan estos servicios gratuitamente: Hay muchas compañías que pueden dar muchos de estos servicios gratuitamente o a un bajo costo. Incluso no necesitará conocer diseño gráfico o programación. Compañías como WordPress, Google, Ning, Feedburner y muchas otras le pueden proporcionar servicios que le permitan tener una buena presencia en internet con plantillas de fácil uso y para todos los gustos.
10. Venda su libro online: Puede hacerlo directamente en su página o a través de otras compañías, pero si el objetivo principal de su página de internet es vender libros, debe de canalizar a los posibles compradores a algún sitio donde puedan comprarlo. Dependiendo de los acuerdos que tenga que mayoristas, librarías y otros vendedores, le podrá ser más conveniente dejar que otros se encarguen de la venta y usted llevarse la comisión correspondiente. Pero también puede ser una fuente de ingreso extra dar a sus visitantes la oportunidad de comprar directamente a usted una copia firmada por el autor.

Estas son algunas de las actividades que han funcionado para otros autores y que pueden funcionar para usted. Cada autor es el mejor promotor de su libro. Pero claro, todo empieza ahí, en el libro. Y como siempre recomendamos que visite su biblioteca más cercana donde le ayudarán a conocer más acerca de las herramientas o estrategias aquí mencionadas y donde también encontrará acceso gratuito al internet y una computadora donde podrá realizar estas actividades.

Muchas gracias

Sus amigos @ SBD

Comments or Suggestions / Comentarios o Sugerencias: blog@sbdbooks.com

Yesterday saw the launch of the collaborative platform for the Spanish language Wikilengua.org. It aims to help the more than 400 million Spanish-speakers in the world. It is intended to advise and inform readers about the language and takes the information from dictionaries, reference works, books and readers input.

What is great about the Wikilengua.org is that users can present words, idioms and grammatical rules from all over the world, not just those that appear on RAE (the Royal Academy of the Spanish Language). Since the soft launch last August, it already has over 5,000 subscribed readers and yesterday added 1,500 more. Together they could collaborate and form a great tool for everyone looking for answer about the language. This is a great tool for libraries as well. While still in its infancy, it could prove to be a formidable resource to understand the different idioms used all over the world.

Spanish from Spain and the RAE is understood and used by all Spanish-speakers. Because most of the books used in classrooms around the world to teach Spanish during the last two generations have been published in Spain, or by Spanish publishers, most Spanish-speakers have learned what could be called Castillian Spanish. The same is true for most of the books published as Spain, and it’s publishers, produce the great majority of titles.

There are, nevertheless, many idioms, slang and expressions, that vary in different countries and even communities within each country. These are not always represented in RAE or other sources. They bring richness to the language and can now be represented within this community.

Wikilengua.org should be bookmarked at every library that serves Spanish-language readers so that all those readers could continue enriching our common language. We invite you to visit this website and start collaborating by reading, commenting, adding your own expressions and sharing your knowledge.

Thanks,

Sus amigos @ SBD

Comments or Suggestions / Comentarios o Sugerencias: blog@sbdbooks.com

Through Library Stuff we learn that the Mollie Dodd Anderson Library in Middletown, PA, is going green. Now that the “box” will be more environmentally friendly, how could the library supervisors ensure that the “content” follows suit?

The book industry is not known for being environmentally friendly. There are however many practices that are trying to address this issue. This could be a great chance to go beyond the construction aspect of the library and ensure that the daily use of the library and its materials reflect the same compromise.

Thanks,

Sus amigos @ SBD

Comments & Suggestions / Comentarios & Sugerencias: blog@sbdbooks.com

There has been much talk about Kindle, Amazon’s new reading device, in the few weeks that it has been available. Most of it has been from a user perspective, centered on its features, readability and how it competes with other devices. Several library blogs have also started conversations to see if this is a device that has a place at our libraries and if the high price tag (high for many library budgets at least) could prevent many libraries from purchasing it.

It seems that the general consensus is that most libraries won’t embrace the Kindle yet. The major issues discussed fall into the following concerns:

• The Kindle cost too much to be able to loan it to patrons without fear of the device breaking after several uses, or the power adapter getting lost.
• It may take additional funds to teach staff and patrons how to use it and provide periodic maintenance by a technical department that is already streched and underbudgeted in many cases.
• The ebooks themselves are not DRM free, which many librarians advocate for, and which results in the library not actually owning the ebooks but rather licensing them for a while.
• The devices do not allow - yet at least - to lock down their purchasing ability, so any purchases made by patrons will be charged to the account owner, that is the library.

Of course, all of these arguments - perfectly valid otherwise - are mute when it comes to reading Spanish-language books with the Kindle, as there are none to be found. This may be an oversight or a market decision. But I am guessing that if the device proves more popular as time goes by, Amazon may add some popular titles from the publishing houses it partnered with.

In the meantime, what can libraries do? Since 2000 when we got our feet wet on electronic book formats we’ve been talking with libraries about this technology and over the past few weeks about the Kindle. These are some of the options that your peer libraries are considering:

• Wait to see if they are asked to carry the device by their patrons or see what other librarians are doing
• Purchase the device to loan it to patrons, with the cost of adding new books carried by the patron.
• Purchasing some of the collections - maybe within specific themes, say mystery novels, diet books or finance magazines - and getting them into Memory Cards to be used by the patrons who already have the Kindle (if the purchase terms allow this).
• Purchase licenses for some volumes to be loaned to library patrons for a limited time directly into their Kindles in a similar way that other ebook or database vendors already do (if the purchase terms allow this).

While the Kindle may not be the best ebook reader, and it sure isn’t the first and won’t be the last, it is a major step into the future of reading, mainly because of its distribution system. Nevertheless, books will not disappear for a long time, and this kind of devices may not be the best alternatives to read books. But time and again users have come out with different purposes for new technology developments than those they are originally created for. This may be another example of that. Such a different way of reading will require different content, different publishers and different channels of distribution.

Most if not all librarians we have talked with are ready to embrace an ebook reader that has open standards that protect the author, publisher and also the reader, and one that is cost effective as well (such as the XO laptop). The Kindle may take us a step closer to this but it is not be there yet. If Amazon wants for it to be successful, they should ask librarians what features they’d like to see or don’t see.

Most titles pass through the library shelves and are well taken care and promoted by these professionals. eBooks will not be different. It’s just a matter of when and how, but we already know by whom. If the concerns are resolved, librarians will be first in line promoting the devices as a way to increase readership and give a better way for patrons to enjoy the written word. So Amazon, and other reader manufacturers, ask your local librarian. Judging by the volume of blog posts and comments they are writing on the Kindle, librarians will be more than happy to share their opinion.

Thank you / Muchas gracias,

Sus amigos @ SBD

Comments or Suggestions / Comentarios o Sugerencias: blog@sbdbooks.com

Dear Spanish book friends,

From everyone here at SBD we would like to say thank you for a wonderful 2007 and wish you all an even better 2008.

You have made this past year the best ever for us. We have surpassed most of our records in terms of sales, volumes shipped, inventory turnover, new customers, and sales through our website, which has also enjoyed unprecedented growth not seen since the early years of the internet in 1994. The last few months of the year have been specially blessed for us as several of the titles we have chosen to carry have proved very popular for the libraries, and other customers as well.

Of course, this growth has come with many learning opportunities. Regrettably, for a small number of customer we have not always been able to provide the level of service that we would have liked while we were absorbing the additional growth. For this we apologize and commit to make all the necessary changes to do better for you in 2008.<

We realize that we would not be where we are after 19 years of service without you, our customers and friends. Thus, we wanted to offer a $100 rebate, in orders of more than $500, to all of you until the 1st of March as a way to show our appreciation (more details here). As some of you know, we have been issuing these rebates in the past for special occasions and to a limited number of customers. Now we are making 1,000 of these rebates available to all of you (one per library, institution or company) until they are all gone or until the 1st of March 2008. That’s a thousand ways of saying thank you and $100,000 of savings!

Best of all, whether you have ordered from us in the past or you want to become our newest friend, there is nothing to print, no coupon to attach or secret handshake to take advantage of this. Simply mention in the order that you want the rebate, or use code number HAPPY2008 and you’ll get it. But hurry, once the rebates are gone we may not have them for a while.

We hope that you, and your patrons, have a wonderful 2008 full of great books and stories. From our family to yours, thank you for allowing us the opportunity to serve your Spanish book needs all these years and again in 2008. As always, keep contacting us and letting us know how to serve you better.

Muchas gracias,

Sus amigos @ SBD

Comments or Suggestions / Comentarios o Sugerencias: blog@sbdbooks.com

As we are approaching the Christmas holiday season, it is a wonderful time to remind Spanish-speaking patrons of all the services and events their local library offers them. Christmas is a cherished time for most Latinos, full of traditions, memories and social events. It is a time when families get together to share meals, prayers, songs, and love. As many Spanish-speaking families are stretched through different countries, this is not always possible. Furthermore, the traditions that they may have learned through their parents and grandparents are not always present in the communities where they are now. But they can be found at the library.

Libraries have a special role during the holidays in serving their Spanish-speaking patrons. Libraries connect them with their loved ones in far away places and bring them closer to their traditions. We have compiled some of the ways in which libraries are serving these communities which your library could do as well.

1. Chat and Messaging Services: Let patrons know that they can use the library computers to bring their families closer even when they are countries apart. You may have a reservation system through which they can sign up at specific times to chat with their families. Hand out flyers at the library and local gathering places with instructions about how to do this. If library policy permits it your patrons may use video-conferencing or internet VOIP through Skype, Yahoo, MSN or any other service. Many times, these are free or at a very low cost per call.

2. Storytimes and Family Events: Children will be out of school soon and parents looking for activities for them to do. Many libraries already have Spanish-language storytime once or twice a month. This may be an opportunity to have them more often and include other types of events for kids. Magicians, clowns, science educators, and others are all too happy to perform at the library, even for free, as it serves as a great referral service. During storytime choose books that reflect the season and the culture of your Spanish-speaking communities. You may also enlist the help of non-profits and community-based organizations to teach children, and accompanying adults, regarding local and foreign traditions, history, parenting, and even safety issues during the holidays.

3. Special Library Collections: With more free time for the children, and also their parents, there are many more opportunities to grab a great book or movie to enjoy the leisure time. Set up a special display for a collection of books and other media for children and adults, emphasizing the season and traditions. These may be:

- Stories about Christmas and the holidays (such as A Christmas Carol or Skipping Christmas).

- Religious books that bring us closer to the spirituality of the season (such as Jesus of Nazareth or a Children’s Bible).

- Parenting books to take advantage of the extra time with the kids (such as How to Talk to your Baby or Mothers and Daughters).

- Cooking books for those traditional - and no to so traditional - meals (such as Setting Up the Table and baking Bread or Desserts).

- Books that help us with the chores and long-delayed projects around the house (such as Candle Making, Flower Arrangements or Repairing the PC and just about Anything)..

- Books to support our New Year resolutions (such as Losing Weight, Getting to Know Yourself, Confronting Abuse, or Launching your Internet Business).

- Or the movies that we enjoy year after year (such Rudolph the Red Nose Reindeer, It’s A Wonderful Life, or the Nightmare Before Christmas) that come dubbed or subtitled into Spanish.

4. Carols and Posadas: The air around this time of the year fills with songs of the holidays from different cultures, languages and traditions. What better way to bring people into the library than hosting an international carol night. Invite the different organizations comprising the major - and not so major - ethnic communities your library serves, so that they can showcase their rich holiday traditions with the songs that are dear to their hearts. Many of the local groups will be already preparing their own events, so you can invite them for a special nigh at the library where they also could promote their services to the community.

5. News and Stories: Local Spanish-language media companies (radio, TV and newspapers) will be looking for special stories during this season. Make sure to involve them in the process and invite the reporters to these events. In turn they may give you free advertising and a way to connect to your patrons. Also, you can have contest, together with the media outlets, for your patrons to showcase their talent and talk about their rich holiday traditions and what this season means to them.

Libraries all around the nation have been doing things like these for years, uniting the communities they serve during this and other holiday seasons. We hope yours become a beacon of light for the Spanish-speaking patrons of your community. And if you need more ideas or titles for these months, please do not hesitate to contact us. We’ll let you know what your peer librarians are doing to attract and serve Spanish-speaking patrons.

Thank you and enjoy the holidays.

Sus amigos @ SBD

Comments or Suggestions / Comentarios o Sugerencias: blog@sbdbooks.com

One of the questions we are often asked by our library customers is what can they do to attract more Spanish-speaking patrons and increase their circulation for books in this population. Many libraries have put forth great efforts in developing their Spanish language collection. In many cases, their local community has responded by increasing their visits and circulation for these titles. But unfortunately, that is not always the case. For many reasons, some of the libraries are not attracting their local Spanish-speaking community as much as other population segments. Since many of the members of this community come from countries with different library rules and customs, they may not be aware of the great things that their community library has to offer.

Over the years we have talked with thousands of librarians and have asked many of them about what works and doesn’t work for them with regards to their Spanish-speaking patrons. Even some of the grants we have issued have focused on programs using their Spanish language collection. Now we have gone back to several of our library friends, and blog followers, to see what relationship building approaches they recommend for their peers. We have narrowed it down to 25 best practices that libraries use to attract and serve patrons for their Spanish language collection. Over the next few weeks, we’ll cover some of them in more detail. In the meantime, these are their, and our, recommendations, in no particular order:

1. Partner with local Hispanic organizations, churches and non-profits
2. Reach out to local bookstores with Spanish language offerings
3. Write a column for your local Spanish-speaking newspaper, or appear on radio, TV or internet programs
4. Have a Spanish-language bulletin available at local businesses catering to Spanish-speakers
5. Work with local doctors with Spanish-speaking patients to promote reading and visiting the library
6. Have a presence in fairs and events for the Spanish-speaking community
7. Work with your Hispanic local literary community (authors, agents, publicists and publishers)
8. Have events and family-centered programs at your library for Spanish-speaking children, women, and men (in that order)
9. Showcase your newest titles in Spanish at the front of the library
10. Have materials available in Spanish-language (especially books, magazines, movies and music)
11. Have your website and signage adapted (not merely translated) into Spanish
12. Work with apartment communities with large Spanish-speaking populations to promote reading and events in nearby libraries
13. Promote the library services and benefits for Spanish-speakers such as computers and job-seeking resources
14. Have a “Day of the Spanish-language Book” and make it an periodic event (annual or monthly)
15. Participate in literacy programs such as The Big Read, Día de los Niños or the International Book Day
16. Partner with your local school libraries to involve Spanish-speaking parents
17. Establish a mobile library or even home-delivery with Spanish-language titles
18. Have the newest and best books in Spanish language
19. Look for “Library Ambassadors” among your best Spanish-speaking patrons to promote your library
20. Use late-return notices as opportunities to involve patrons.
21. Promote volunteerism at the library to welcome and serve new patrons
22. Explain the requisites for obtaining a library card and using the library
23. Create a Book Club, or several
24. Explain the differences with libraries in other countries
25. Select a Spanish-language spokesperson with whom Hispanic patrons can identify

All or a significant combination of these actions have helped libraries to increase the involvement of their local Spanish-speaking community and the circulation of their Spanish-language materials. While a library may not be able to implement all of them, choosing a few may easily increase their visits and circulation. Furthermore, librarians are not ones to squander their budgets, so all of these recommended activities may cost very little or are free. We hope that they work for you as well as for your peers. And if you have any other practice that works for you and is not featured here, please let us know by writing to blog@sbdbooks.com. We’ll be sure to pass it along as a follow up. And if you need a more personalized assistance on this issue, please do not hesitate to contact us. We’ll be glad to work with you in reaching out to your Spanish-speaking community.

Muchas gracias,

Your friends @ SBD

Comments or Suggestions / Comentarios o Sugerencias: blog@sbdbooks.com

(Small or Independent bookstores: 10 tips on how to survive against the chains - Part 3)

En los capítulos anteriores de este artículo presentabamos como las tiendas independientes o pequeñas podían competir con las grandes cadenas en su cercanía. Recomendábamos que lo celebre con sus empleados, no espere a planificar hasta que abran la macro-tienda, establezca una comunidad de clientes y prospectos, analice las diferencias y similitudes con respecto a las otras tiendas, comuniquelas a sus clientes y prospectos y, también, colabore con su biblioteca y organizaciones locales. Una vez que haya hecho esto, podrá continuar con estos últimos consejos:

8. Contacte a las editoriales, agentes y autores locales: Los autores locales están siempre buscando formas de promocionar sus libros. Y lo mismo los agentes, las editoriales y otras empresas del sector. Además, muchos de ellos vienen con sus propios grupo de lectores asiduos. Intente establecer un calendario de presentación de libros, charlas sobre la industria del libro o grupos de lectura, invitando no solo a sus clientes habituales, sino también a estos autores, agentes y editoriales, así como a los miembros de las organizaciones locales. Al principio quizá no asista mucha gente, pero poco a poco, y con los incentivos correctos, verá como empiezan a ver su tienda como un centro de cultura. Además, si ha creado una buena comunidad de clientes y prospectos, le será mucho más fácil comunicar estas actividades.

9. Busque fuentes de ingreso adicionales: Sin duda la macro-tienda le va a quitar una cuota de mercado. Lo que tiene que ver es que esta cuota de mercado no sea la de mayor beneficio para usted y que pueda sustituirla por otras fuentes de ingresos. Algunos de los pasos anteriores le llevarán a nuevos mercados y clientes, o a ventas más repetitivas para sus fuentes de ingreso tradicionales. Además de esto tiene que buscar nuevas formas de conseguir ventas, a poder ser relacionadas con los libros, pero también puede diferir si son complementarias. Si tiene espacio, piense en alquilar parte del local para eventos de estas organizaciones antes mencionadas. Si vende solo libros en español, tenga una sección de los 10 más vendidos en inglés según el New York Times, sus clientes bilingües se beneficiarán. Si alguno de sus empleados cocina buenos pasteles, póngalos a la venta, junto a café y bocadillos. Si clientes de las iglesias cercanas frecuentan su tienda, ponga una sección especial de libros religiosos y llevelos a las salida de los servicios o juntas comunitarias. Si conoce a artistas locales, permita que vendan sus obras en uno de sus salones. Si estos organizaciones realizan ferias o reuniones, lleve libros a vender y deles una comisión. Todos estas acciones, y muchas otras, crearán tráfico además de las ventas de productos adicionales. Este tráfico también puede producirle ventas adicionales de libros.

10. Visite la nueva macro-tienda: Para cuando la macro-tienda abra, usted ya habrá posicionado su tienda como un tipo de comercio diferente, por lo que no competirá frontalmente por los mismo clientes o las mismas necesidades, a pesar de que continúen coincidiendo en muchas. Así que no se olvide visitar la tienda lo antes posible. Conózcales y compruebe cuales son sus diferencias y similitudes, ya que tendrá que ir ajustando sus servicios constantemente de acuerdo a esto. Tiene usted una ventaja, la rigidez y el tiempo necesario para que estas macro-tiendas funcionen están a su favor también, si usted es más rápido y flexible en sus decisiones y acciones. Y no se olvide de hablar con el administrador de la tienda y presentarse. Al fin y al cabo, ambos buscan lo mismo, que la gente lea más. Seguro que encuentran formas de ayudarse mutuamente. Si es un buen administrador, reconocerá en usted un buen aliado; si es un mal administrador, usted no se tendrá que preocupar tanto.

En todas las industrias hay competencia. Entre las empresas grandes y las pequeñas, las independientes y las cadenas. En el mundo del libro esto ha significado que muchas tiendas pequeñas han cerrado sus puertas ante el empuje de las grandes. Pero cada vez más están aprendiendo a competir, principalmente diferenciándose. Si bien una mayor competición implica que no puede hacer las mismas cosas que venía haciendo hasta ahora, quizá esto no sea tan malo. Le permitirá crecer en otra dirección y afianzar mejor su mercado. Muchos de nuestros clientes lo han logrado hacer con gran éxito. Sobre todo cuando veían que las otras tiendas no son sus enemigos, sino al contrario, son sus aliados ya que entre todos (autores, agentes, editoriales, distribuidores, bibliotecas y todo tipo de tiendas) promocionamos la lectura. Alégrese cuando compitan con usted, sabrá que hay lectores cerca y los buenos lectores buscan libros donde sea. Así que ofrézcales buenos libros y servicios únicos.

Muchas gracias,

Sus amigos @ SBD

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