Michael Buehler of Boston Rare Maps adjusts by increasing his footprint. If the web, for collectors, brings more possibilities to the surface it also creates new possibilities for Michael to connect with them. He periodically curates exhibits and has created an informational website for them. It’s an opportunity to demonstrate competence, knowledge and style. “If someone has questions I’m a link away.”
Leigh Stein of Eveleigh Books, Dover, Massachusetts has seen the decline in book sales and is adjusting. “When you buy a library you get the 50 books you want and another 950 you don’t. We’ve been putting the 950 on Amazon while waiting for the 50 to recover. It’s not significant money but it pays the bills. Along the way he scours the market for material his collectors want. Leigh is four score and then some and gets up early to check his email.
John Zubal of Cleveland, one of the largest old and occasionally rare booksellers, describes his business as consistent, fluctuating little over the past five years. What he does adjust is his level of promotion. Using some of the most sophisticated software in the field he promotes to the mass audience of buyers who have at least once purchased from him. His average sale is under $30.00.
Colin Borgal and Peter Jones are taking an entirely different tack. They are selling upscale material under the name csborgal2 on eBay. They are one of a very few dealers running premium auctions and clearances on the site most dealers love to hate and they are, all things considered, pleased with the outcome, a venture now in its 4th year. Their material is both exceptional and carefully estimated. They don’t give things away but, employing thorough research, well-written descriptions, detailed photography, reasonable estimates and reserve pricing; they entice bidders to bid to breach their hidden reserves. In building their online business they have developed an active and loyal clientele. Roughly half the lots sell in their first auction. Occasionally, at the end of about every second month, they offer lesser-priced material, including a few unsold items, in listings without reserve. Link at end of article.
