Rare Book Monthly

Articles - March - 2010 Issue

Observations on Bookselling from the San Francisco Fair

Sfbookfair2010

Booksellers offer their views on the San Francisco Fair.


By Michael Stillman

This month, two booksellers have been kind enough to share their written observations from the recent San Francisco Antiquarian Book Fair. One, Susan Halas, of Prints Pacific, Maui, Hawaii, attended as a visitor, the other, Chris Lowenstein, of Book Hunter's Holiday, San Mateo, California, was a vendor. Interestingly, their observations were somewhat the reverse of what I expected.

It's hardly news that book fairs are not performing as well as they once did. With the current recession now tacked onto what had been a general decline, many see fairs as an endangered species. However, participant Chris was, for the most part, pleased with the results. Visitor Susan, on the other hand, was disappointed.

That a seller would be pleased with a fair's performance today is good news and somewhat surprising. What we weren't expecting to hear was that a visitor was disappointed. Maybe that isn't bad news. If visitors are disappointed, there is room for improvement, and if there is room for improvement, there is room for increased sales. So, if you are a bookseller, you should listen carefully, especially to criticism, as a pat on the back will do you no good. Here we have thoughts from both booksellers, starting with those of Susan, the observer.

"I tried to visit every booth. I saw much to admire and covet," comments Susan. "I saw little or nothing to buy. There were however many wonderful people who I finally got to meet in the flesh."

To intersperse a little editorial commentary here, there was much to admire and covet, but almost nothing to buy. How is this possible? I'll go out on a limb and say price is a major issue. Booksellers should take notice. Some are adjusting prices to the times, others are waiting for time to readjust prices. That is the individual seller's call, but it's a mistake to send a willing buyer away empty handed.

If books are too expensive to collect, there will be no collectors. So, if you don't choose to lower prices on your best material, then bring something along the not-so-wealthy dealer or collector can afford. Few new collectors start at the top end of the price spectrum. Every young, potential new collector who walks out the door thinking that books are too expensive represents a failure for the trade.

Now, we return to Susan's own words for some excellent marketing advice from someone who has spent forty years in sales, "from a blanket on the ground at the swap meet to selling commercial properties for millions of dollars."

"I hated the lighting. Almost all of the booths with rare exceptions were dark and gloomy. It had the ambience of an aquarium. Most of it had the pizzazz of the very back of your darkest closet."


A century ago, the great collectors had their dimly lit libraries, filled with dark colored furniture, bookcases, and bindings. It evoked class. People don't think that way anymore. They like brightness and light. Darkness and gloom is a turn off.

Rare Book Monthly

  • <b>Swann Auction Galleries, May 12:</b> <i>Westvaco–Inspirations for Printers,</i> 3 volumes, 1938-61. $200 to $300.
    <b>Swann Auction Galleries, May 12:</b> Proef van Letteren, <i>Welk gegooten worden in de Nieuwe Haerlemsche Lettergietery,</i> 1768. $3,000 to $4,000.
    <b>Swann Auction Galleries, May 12:</b> Paul Klee, <i>Bauhaus Ausstellung Juli – Sept.,</i> Weimar, 1923. $4,000 to $6,000.
    <b>Swann Auction Galleries, May 12:</b> Michel Seuphor & Jozef Peeters, <i>Het Overzicht Nos.</i> 22-23-24, Antwerp, 1922. $3,000 to $4,000.
    <b>Swann Auction Galleries, May 12:</b> Wolfrum & Co., <i>Modern Graphik, Serie I…,</i> complete portfolio, 1909. $1,200 to $1,800.
    <b>Swann Auction Galleries, May 12:</b> <i>Gravure et Fonderie deC. Derriey: Specimen-Album,</i> Paris, 1862. $5,000 to $7,500.
  • <b><center>Sotheby’s<br>Science: Books and Manuscripts<br>15-25 May 2021</b>
    <b>Sotheby’s, 15-25 May:</b> Mary Anning. Autograph letter signed, to William Buckland, 24 November 1834. £50,000 to £70,000.
    <b>Sotheby’s, 15-25 May:</b> Bolyai. <i>Scientiam spatii absolute veram exhibens,</i> Maros Vásárhelyi, 1832-1833, 2 volumes, half calf. £50,000 to £70,000.
    <b>Sotheby’s, 15-25 May:</b> Vesalius.<br><i>De humani corporis fabrica,</i> Basel, 1555, modern crushed burgundy morocco. £15,000 to £20,000.
    <b><center>Sotheby’s<br>Science: Books and Manuscripts<br>15-25 May 2021</b>
    <b>Sotheby’s, 15-25 May:</b> Copernicus.<br><i>De revolutionibus orbium coelestium,</i> Nuremberg, 1543, later boards, Rostock duplicate. £70,000 to £100,000.
    <b>Sotheby’s, 15-25 May:</b> Payan-Dumoulin. Profusely illustrated manuscript of fossils, France, c.1875-1979. £15,000 to £20,000.
    <b>Sotheby’s, 15-25 May:</b> Albert Einstein. Autograph letter signed, to his son Albert, 4 November [1915]. £10,000 to £15,000.
  • <center><b>Forum Auctions<br>Images of Angling:<br>The David Beazley Collection<br>of Angling Prints<br>Online Sale<br>20th May 2021</b>
    <b>Forum Auctions, May 20:</b> Alken (Henry), after. Salmon Fishing; Fishing in a Punt; Pike Fishing, three works, 1820. £600 to £800.
    <b>Forum Auctions, May 20:</b> Early Images of Angling.- Hollar (Wenceslaus) Angling; River Fishing; and Salmon Fishing, after Francis Barlow, 3 engravings, [c. 1671]. £500 to £700.
    <b>Forum Auctions, May 20:</b> Rolfe (Henry Leonidas). <i>Studies of Fresh Water Fish,</i> 1851. £500 to £700.
    <center><b>Forum Auctions<br>Images of Angling:<br>The David Beazley Collection<br>of Angling Prints<br>Online Sale<br>20th May 2021</b>
    <b>Forum Auctions, May 20:</b> Morland (George), After. A Party Angling; The Anglers' Repast, a pair, mezzotints, 1789. £400 to £600.
    <b>Forum Auctions, May 20:</b> Pollard (James), After. Bottom Fishing; Anglers Packing Up, etchings with aquatint, 1831. £400 to £600.
    <b>Forum Auctions, May 20:</b> Angling's Age of Romance.- Sayer (Robert, publisher) & J. Bennett. The Angelic Angler, mezzotint, 1781; and another. £300 to £400.
    <center><b>Forum Auctions<br>Images of Angling:<br>The David Beazley Collection<br>of Angling Prints<br>Online Sale<br>20th May 2021</b>
    <b>Forum Auctions, May 20:</b> Fishing Satire.- London.- Roberts (Piercy). Patience at Paddington or angling in the Junction Canal, etching after Woodward, 1807; together with Woodward's 'Angling at Sadler's Wells', and another, 1794. £300 to £400.
    <b>Forum Auctions, May 20:</b> Fishing Satire - Cats Fishing.- Seymour (Robert). Waltonizing or - Green-land Fisherman, [c. 1830s]; together with 3 lithographs of cats fishing, [c. 1830s]. £300 to £400.
    <b>Forum Auctions, May 20:</b> Fishing Portraits.- Zoffany (Johan), After. Master James Sayer, at the age of 13, mezzotint by Richard Houston, 1772. £300 to £400.
    <center><b>Forum Auctions<br>Images of Angling:<br>The David Beazley Collection<br>of Angling Prints<br>Online Sale<br>20th May 2021</b>
    <b>Forum Auctions, May 20:</b> Wilkinson (Norman). Come to Britain for Fishing, lithographic poster, [c. 1947]. £300 to £400.
    <b>Forum Auctions, May 20:</b> Scottish Fishing.- Heath (William). Sporting in the Scottish Isles no. III. Salmon Fishing, 1835; and another. £150 to £200.
    <b>Forum Auctions, May 20:</b> Simpson (Joseph). The Border Angler, drypoint, [c. 1927]. £150 to £200.

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