I just went to Hodgepodge books. Hmm. It was very cold in there. And not as punk rock as I expected. Somewhat to my suprise, there were no "real" books there. As in written by man or woman over a long period of time, sent to a publisher, accepted, edited and published, then ordered by the bookstore and sold at a mark-up. It was all either used or independent books. Hmm. I'm really not sure what I think about that.
I will say one thing. The owner did not speak to me except "Hi." when I walked in. That is a hugeowrongo move, in my opinion. Most of the people she's marketing to would probably like to chat, and the material she's selling is entirely unnavigable for an outsider. Except for the used books, nothing there was familiar to me. In a new business, especially such an esoteric one, she needs to initiate her customers into what she's doing.
And these independent books are the same way. If you just pick them up off the shelf with no prior knowledge of them, you don't know what's going on. Is it an essay, a short story, a diary, a political treatise, a cd review? Yes, it's in the "personal" section but what does that mean? Some of them actually have a dust jacket style description on them, and that's usually the ones that look more professionally bound. And honestly, sometimes, the reason it's independently published is because it's not worth paying to publish. I'm sorry, that's not always true, but sometimes it is. It's the same with music. There are good labels out there, and good publishing companies that actually publish and record good books and music. And if they don't take it, there might be a reason.
And anyway, my whole philosophy when it comes to an independent business is if you want to open something, do it all the way. Don't do it half-assed until you have enough time or money to do it all the way. Get a loan, get a sponsor, save up, work it out somehow. Especially if you're going to live off this business. I know several small business owners. Some successful, some not. The key thing to the successful ones? They took care of every detail of their place before they opened the doors. They made sure they could compete before they even started up. They have good locations, good atmosphere, good product and good public relations/customer service. Hodgepodge has a bad location, not so great atmosphere (cold, small), and bad pr and customer service. But it looks like they might have a really good product. There is potential for those kinds of books to sell. It's just couched in an inaccessible place.
That's really the key. Accessibility. Make your esoteric product accessible, and people will find it and love it. At Shades, we make high quality espresso accessible to people who've never experienced it by being an a high traffic area (still a independent community area, but not out of the way) and by making people comfortable, and by being willing and eager to teach and explain. It's what IKEA did with modern design. They made it cheap, they made it friendly. Now everyone can have something beautiful in their homes. Target did it with designer clothes and also furniture. They made them affordable and accessible. It doesn't diminish the beauty or quality of the product, to have it availible to the masses. And books and music, they're not inaccesible because of price, but because we indie/punk snobblobs hide it from them. Or more often, the mega-market bookstores hide it. But if an independent book or CD was presented to the man on the street, and it was actually good, what's the chance he wouldn't enjoy it? Look at Death Cab For Cutie. Look at Dave Sedaris. Look at fucking Lemony Snicket. Sure, there will always be something a little to extreme for the masses. You don't see IKEA carrying
Jonas Bohlin's concrete chair because it's, frankly, like some "indie" music and writings, a little silly. But good stuff, like
Phillipe Starck and Iron and Wine and Dave Eggars can find a place in the wider world.
In short, Hodgepodge was a little better than I expected, but still had all the earmarks of a unnecessary tragedy.