The buzz on E-readers was so big at the recent Consumer Electronics Show that the ripple effects are still taking place. From Twitter to Facebook, attendees are talking non-stop about what new devices will launch, the market impact of upgrades of current digital readers and, most definitely, the prices. Yet an important connection which has not yet seemingly been made between these dots is the potential monetary missing link between the Black-centric bookstores/market and e-readers.
A friend lamented this week about a legendary such store in northern California forced to close its doors apparently due to the economy. Lack of recent earnings or not, it's not secret that smaller bookstores and, therefore, Black (for lack of a better descriptive term) bookstores; have been struggling in business for many years prior to this economic downturn. Reasons can be cited from being overshadowed by large, sexy chain stores to shift in consumption. Yet there seems to be no lack of consumer interest in reading nor new types of subject matter particularly with the younger, hipper 18-34 side of the demo. (This age-group also coincidentally is the same segment which over-indexes in consumption of consumer electronics, according to Target Market News and prime for such devices ) While looked down upon by the more certain agents and bookstores, "street lit" has been trending up as well as books which provide and insider's view of hip hop lifestyle. Controversial as she may be, Karrine Steffan's, the original music video vixen, has written three such related books which have made "The New York Times" Bestsellers List.
The Black bookstores should know these customers, understand them to a certain degree and can anticipate trends. That's their value as specialists. So why aren't certain smart ones, collectively or separately, creating an even stronger on-line retail and mobile presence and figuring out how to partner with an E-reader device to drive their business instead of closing, all together. Conversely, E-readers don't seem to have much of a handle yet on how to market to and cultivate this demo in any organic terms at all, and the elite mainstream will be saturated at some point soon. Why not partner with those who can help expand into the soon-to-be largest racial demos in our country and get a jump on things. In today's business environment, it's about creating symbiotic relationships that incorporate technology, if you want to win. And once the publisher is brought into the mix offering, for example, a hot e-only book complete with bonus e-music tracks and video that speaks directly to this auidence, it's on!
This market segment is prime and ready. What are all the industry players waiting for, exactly?
Follow Lauren DeLisa Coleman on Twitter: www.twitter.com/@mediaempress
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