How Does Bookends Get All Those High-Profile Authors?

Authors seeking success and big sales make sure to visit an important location whenever they release a new book. Almost instantly, the vision of a giant national bookstore chain in New York City, one of the world’s leading media capitals, comes to mind.

The reality is less grandiose and slightly ironic. Several miles away from Manhattan, authors visit independently-owned Bookends in Ridgewood to reach out to fans and readers.

Not surprisingly, New York is usually where book tours begin, but Bookends is one of the first stops on a tour due to its intimate atmosphere and successful track record of events. 

“Yes, we’re selling books, but we’re also selling something else- meeting face-to-face,” said Walter Boyer, owner of Bookends.

According to Boyer, there are 85 to 100 events at Bookends a year. 

Each event differs and can have anywhere between 20 to 2,000 people in attendance.

Some authors come for 45 minutes while others stay for hours, like Bill Cosby who stayed for 5 ½ hours and Hilary Clinton, who signed over 1,300 books in an hour-and-a-half and then handled an additional 400 people.

The author’s book must be purchased at the Bookends event in order for it to be signed. "The book becomes the ticket price,” Boyer said, adding that Bookends then reports sales to the New York Times and Publishers Weekly afterward.

Still, the question remains, why is Bookends such an important spot to hit?

Well, Bookends’ reputation and proximity to Manhattan attract publishers.

“Publishers are looking for places near the city and they know we run safe and successful events,” said Boyer. “The publishers want the authors to stay for one-to-two hours and they want the authors to feel good about the experience.” 

In a phone interview, his wife, Pat Boyer, added, “Authors enjoy signing at Bookends because of the atmosphere and also because it is a bookstore that has a longstanding history for successful book signing events.”

For authors, the fan interaction at Bookends is highly valued as is the use of social media, something the book nook utilizes heavily. 

“It’s a personal experience,” the owner said of fan interaction with authors. “Some authors even know the people before they come in through email, Twitter, and Facebook. They develop a relationship and the meeting is almost therapeutic. The two may share the same loss or the same challenges.” 

The Boyers acquired the business in 2002 from original owner, Walter Gilligan, who opened Bookends in 1985.

Gilligan held few major author events but his signings were nonetheless successful with names like Jimmy Carter and The Rock (Dwayne Johnson).

The Boyers wished to continue these events at a greater frequency when they assumed ownership. 

Since Boyer had a background in retail and his wife worked in public relations, the two were able to successfully build upon the business.

Bookends has faced several challenges due to competition from mega booksellers like Barnes & Noble and (the defunct) Borders as well as Internet sales and the introduction of e-readers. But for them, the author signings have catapulted Bookends to true success.   

“Every individual business has a challenge to differentiate itself from the competition,” said Mr. Boyer.

Aside from the signing events, Bookends prides itself on its customer service with a knowledgeable, attentive staff. 

“It’s easier to trust a person than an online article,” said Boyer. 

It's true, according to Maryam Alsop. The sales associate said recommendations are a vital part of the business. “We suggest books mostly from what we read ourselves, in our book groups, on our own, and through customer recommendations,” she told Patch.

Bookends also delivers books within 24 hours, offers a wide selection of games and puzzles, gift wraps, and is open on Sundays, as the strict Bergen County blue laws do not pertain to it.

Additionally, a third of the business involves taking orders for author events that people cannot attend and getting the books signed for them, something chains like Barnes & Noble do not do.

However, for some people, missing a certain author is simply not an option.

People venture to Ridgewood from all over. For instance, one fan came all the way from Virginia.

“I love seeing how excited customers are to meet the authors,” said Diana Frering, a sales associate. “It’s a fun environment where customers in line are sharing stories about an experience.”

Ridgewood commerce benefits from the amount of people who visit Bookends for signings.

“Bookstores get people to congregate, to go out to dinner, to Starbucks, to spend time in Ridgewood,” said Walter Boyer, also a member of the Ridgewood Chamber of Commerce.

“They bring a certain amount of revenue to the town.” 

Bookends also supports the community through fundraisers, holding between five and ten events at the Ridgewood and Glen Rock Schools, where it donates 20 percent of its profits.

The bookstore also participates in “Friends of the Library” by donating books to the Ridgewood Public Library.

“Our obligation is to stock the right products and give our services,” Boyer said, noting that giving valued book suggestions is one of its most important services.

So, what are some staff selections? Alsop and Frering recommend Unbroken by Laura Hillenbrand and A Visit From the Goon Squad by Jennifer Egan.

For information about upcoming author events, check out www.book-ends.com.