Dear Booksellers,

The #BoxedOut campaign has gone viral, with millions of media impressions and significant social media attention. We’ve started an important conversation about the connection between consumer choice and the value of indie bookstores. And the past few days were just the beginning! 

A perfect example: Today, Dan Rather tweeted that he’s going to highlight a different independent bookstore every day! Tweet him! Use #BoxedOut. And thank him for supporting our stores!

This national campaign is continuing throughout the fall. If you haven’t already, we hope you’ll share the #BoxedOut message by creating box or window displays with the materials on Bookweb (or your own), sharing the social media assets online, and contacting your local media, chamber of commerce, shop local organizations, and neighborhood business associations. They can help spread the word for your bookstore and for other retailers who are in danger of being boxed out.

The media loves media, so right now is the perfect time to forward our press release to reporters who have covered your store in the past — or a customer who works in the media — and ask if they’re interested in hearing about the campaign, how your store is participating (make sure you have a photo opportunity for them!), and how your store is doing. Rally with your fellow indies in your community to pitch an even bigger local story. Or write an op-ed — reach out and we’ll be happy to help you figure out who to send it to and what to write (we’ll even proofread for you). 

You can also help us by sending us photos of displays, pictures of you and your team holding up signs from the online assets, and contact information for your local media contacts. All of that would be extremely helpful, as we’re pitching local stories around the country right now.

I know how much everyone has going on. Participating can be as easy as taking a picture of a bookseller holding a sign that says, “Books curated by a real person, not by a creepy algorithm that wants you to buy deodorant.” That powerful image can be shared on your social media and with ABA so we can share it when we pitch stories.

Remember: You and your booksellers are influencers in your own circles (if not beyond). Be sure to share on your personal social media in addition to your store social media.

And if you want to feel good, search #BoxedOut on Twitter, click on “Latest,” and scroll through. The thread started with store posts but now has customer posts sharing the love for their local indies. If you see your store mentioned, be sure and comment and thank them!

Next Week’s Events:

IndieCommerce & IndieLite Webinar: Monday, October 19, at 12:30 p.m. ET
How to Use Your Website for Holiday Marketing, Gift Guides, and Wish Lists: Register now.

Coffee Break: Tuesday, October 20, at 3:00 p.m. ET
Email [email protected] for Zoom login details.

IndieCommerce & IndieLite Webinar: Wednesday, October 21, at 12:30 p.m. ET
How to Use Your Website for Institutional Business with Schools and Nonprofits: Register now. 

Punching the Air Reading Series: Wednesdays in October at 2:00 p.m. ET
See Bookselling This Week for details.


ABA is here for all of you. Please reach out if there is anything we can help with. Members can contact me directly, or email the Membership, Advocacy, or IndieCommerce teams.

Best,
Allison

Allison Hill
Chief Executive Officer

American Booksellers Association
333 Westchester Ave., Suite S202 
White Plains, NY 10604 | 800-637-0037 
[email protected] • www.BookWeb.org

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