Book Stall Celebrates 30 Years of Independence

As the guests rolled in on a frigid Saturday to salute Roberta Rubin on her 30^th anniversary of her owning in Winnetka, it was also a celebration of what a local bookstore means to a community.

From WBBM-TV anchorman Bill Kurtis to Chris Kennedy, the chairman of the University Of Illinois Board Of Trustees, to a steady stream of authors, they all traveled to Winnetka Saturday to salute Rubin on her accomplishment of owning the Book Stall since 1982. Her success indicates there is still a place for the independent bookstore in this day and age of Kindles and eBooks.

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“We attract people in our stores, and I think that gives us a flavor that the large box stores don’t have,” Rubin said. “The eBooks will be here but there are people who tell me that even if they read eBooks still love to read books. They take their eBooks on an airplane.”

Rubin’s story is an impressive one. After taking control of the Book Stall, the shop is now a go-to location for many authors from all over the country. From former U.S. President Jimmy Carter to J.K. Rowling to Thomas Friedman, the Book Stall has seen many famous names come into her location just off Green Bay Road.

“She is not only a savvy, inspirational bookseller, but a dynamic personality and exceptional business leader who passionately cares about Winnetka," said Winnetka Board President Jessica Tucker in an e-mail. “I am not surprised that Roberta continues to be very successful despite the proliferation of eBooks.  EBooks have no personality...Roberta's fills the room! Her staff is also a wonderful complement of knowledgeable, personable, experienced booksellers.”

Names of big box stores like Kroch’s and Brentano’s, Crown Books and most recently Borders have all faded, but the independent bookstore is still in business collectively earning hundreds of millions of dollars each year and coming off a strong holiday season.

“They have a place in the community and I think people like Roberta represent that,” said Joan DeMayo, a senior vice president for Random House children’s sales, who has known Rubin for 23 years and flew in for the anniversary party. “There are independents all over the country. All bookstores are part of the community; it is just a matter of how much they reach out. Roberta brings in authors and works with the schools, and that is one of the key things.”

DeMayo believes independent bookstores will be in existence in five to 10 years in spite of technological advances.

“They have been through other changes,” she said. “When the big box stores opened, everybody was saying the independents were going to die. They didn’t die. The cream comes to the top. The community supports them as they know what they stand for.”

This doesn’t mean that independents still have challenges in front of them. The deep discounts offered by online sites such as Amazon.com are going to pull in dollars. According to one estimate, one in five adults are now using some type of electronic device to read books and a new generation of iPad that may be released next month will undoubtedly lure new consumers.

An independent bookstore also has to have leadership and staff with dedication to help the customer. No doubt that is the case at the Book Stall, but Rubin is considering moving on in a year or two, and no one can tell what the future will bring in terms of a new generation of ownership. That sentiment can be applied to most successful indies across the nation.

The challenges aside, there was plenty of happiness of Saturday basking in the glow of Rubin’s success and the bookstore being part of the Winnetka tapestry.

“It makes the community extremely proud of an independent bookstore,” said Judy Markey, former WGN Radio host and a customer of the Book Stall. “[It is] a place where authors are going to come. It is like a big blanket for your mind here.”

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