Why bookshops are failing

Manuscript Found in Accra No 28 in WHSmith

Within a space of five years we lost a quarter of all our indie bookshops. The chains are faring little better.

It is easy to see why they are failing, and it is not the internet or Amazon which are simply scapegoats for bad practices, bad businesses acumen, and failure to know anything about books.

Independent bookshops are being put out of business because we do not operate in a level playing field. The chains Waterstone’s and WHSmith are offered massive discounts which are not available to the little guys, which enable the chains to offer books at anything up to 75% off.

• A quarter of independent bookshops lost in last five years
• What’s gone wrong with our bookshops?

But even with these massive discounts the chains are failing.

A couple of years ago we saw the Aleph fiasco. Walk into Waterstone’s they did not have it on display, the staff did not have clue what it was. A book by a leading author, an international best seller, and the staff did not have a clue, the shops did not have on display.

• Paulo Coelho in Waterstone’s and the author the publisher forgot

The same happened last year with NeverSeconds, by Martha and David Payne. There can be few books that has as much publicity, it was a potential Christmas best seller, it was launched in Waterstone’s in Glasgow, and yet lucky to find a copy in Waterstone’s, the staff did not have a clue, it was not on display.

• The Quest for NeverSeconds
• NeverSeconds found in a bookshop!
• NeverSeconds only found in one bookshop!
• NeverSeconds in Lincoln
• Not a single copy of NeverSeconds in Waterstone’s

Last Thursday, the eagerly awaited Manuscript Found in Accra was published. Another international best seller from an internationally acclaimed author.

Thanks to the publisher failing to set an embargo (at least better than Aleph where they actually forgot the book was published), Waterstone’s and a few indie bookshops stole a march on Amazon and not only put it on sale, but put it on display. But why not on display in the window? No mention in e-mails from Waterstone’s, that has been published, is in their bookshops.

Last week WHSmith had Manuscript Found in Accra on display in store (if you looked hard enough) at half price. But why not on display in the window and why so few copies? In one store three copies, in another store two copies. The day before publication they did not have a clue when I asked.

Note: Manuscript Found in Accra, opened at No 2 in Barnes and Noble on day of publication. Maybe unlike WHSmith, they made it readily available.

Note: Manuscript Found in Accra, opened at No 2 on Amazon. Which only goes to show the demand and where it could be in WHSmith if they got their act together and actually sold books!

Not a single copy of NeverSeconds in Waterstone’s

Waterstones Lincoln High Street

Two Waterstone’s in Lincoln, one in the market area in the old Corn Exchange, the other in the High Street.

Waterstone’s in the High Street no NeverSeconds on the shelves.

I asked, girl no idea NeverSeconds. Checked on the system, the one and only NeverSeconds they had in stock had been sold some days ago. She may have said 27 December, but I cannot be sure.

As she was quite helpfully, I explained NeverSeconds, that what was only on display was in the main celebrity garbage, Waterstone’s was a disgrace as a bookshop, and soon the chain would go under.

She did not disagree, said she was ashamed at having to walk past the rubbish on display, more suited to shelves of a supermarket, it was dictated centrally. I guessed she was former Ottaker’s (the rival book chain Waterstone’s bought and destroyed) where they decided what to order.

NeverSeconds grabbed her interest, and she said she would check it out.

She also checked other Waterstone’s. It was the same picture in most shops with a few rare exceptions, a single copy of NeverSeconds.

This has been my experience too, not on display, not a clue.

• The Quest for NeverSeconds
• NeverSeconds found in a bookshop!
• NeverSeconds only found in one bookshop!
• NeverSeconds in Lincoln

There has to be something very seriously wrong with what masquerades as a chain of bookshops (in reality a chain that sells books) and fails to have on display a potential best seller.

At the end of last year, the food blog NeverSeconds passed nine million hits, it featured with Martha Payne on most end of year reviews, but Waterstone’s does not have a single copy in stock, let alone NeverSeconds on display!

• NeverSeconds exceeds nine million hits
• Martha Payne and NeverSeconds top news story of 2012

Over Christmas, BBC broadcast an updated edition of Martha, Meals and Malawi.

During the year, Martha picked up numerous awards, including Campaigner of the Year on Freedom of Expression from Liberty.

Together with her father David, Martha co-authored NeverSeconds, which tells the story of her blog, standing firm against the bully-boys at her local council, the trip to Malawi. For each copy of NeverSeconds sold, 25 meals for Mary’s Meals.

Thanks to the generosity of Cargo Publishing it is possible to download NeverSeconds for 99p.

• Download NeverSeconds for 99p

NeverSeconds is for 12 days available for download from Amazon at 99p. Double good news, it will still pay for 25 dinners in Africa.

The Quest for NeverSeconds

There weren’t many left at the end of the night. – Martha Payne, NeverSeconds book launch, Waterstone’s Glasgow

NeverSeconds selling about 300 copies a day. That’s 7,500 Malawian children each day who’ll get a meal due to book. — Cargo Publishing

I think we broke Amazon by selling out … — Martha Payne

It would seem simple enough, a book that has had oodles of publicity, an author that has had even more publicity, to walk into a bookshop to find on display, piled high.

But sadly not the case. Not only do I find not on display, not in stock, the bookshops I have tried have not go a clue what I am talking about.

NeverSeconds, co-written by Martha and David Payne, is the story of Martha and her food blog NeverSeconds, currently selling at 300 copies per day, but walk into Waterstone’s and ask for a copy, and they have not a clue what you are talking about.

I tried today Waterstone’s Godalming.

I had tried last week, but in the end walked out as I got fed up waiting to get any service. The same today. I walked around the shop to see if there was anyone to ask. Nada. I had to wait. Eventually when I came to be served, the person woke up to the fact the queue was now half way down the shop and called for back up.

NeverSeconds please.

Long pause. Is it a book?

Now I appreciate it is stretching the point to call Waterstone’s a bookshop, but they are a chain that sells books. Now what would I be asking for, a Harley-Davidson bike?

Yes, it is a book.

Do you know the author?

Yes, Martha Payne, and just to be helpful I spelled Payne.

No, we do not have, but we do have one on order.

Would you like to know if any other Waterstone’s have copies.

OK.

Edinburgh has ten copies.

I was in Godalming in Surrey, south of London. Was I really likely to go up to London, catch the overnight Caledonian Sleeper to visit Waterstone’s in Edinburgh?

NeverSeconds was launched last week in Waterstone’s in Glasgow, a huge pile of books, which according to Martha, almost all were sold. Now does this not tell someone in Waterstone’s, we have a best-seller on our hands, we better get stocked up, sit back and watch them walk off the shelves? I have been at book launches, book signings, with well known authors, and seen only half a dozen books sold.

There weren’t many left at the end of the night. Our book is going to be in WHSmiths across the UK, Waterstones in Scotland and independent bookshops everywhere. I think we broke Amazon by selling out but more copies will be there tomorrow and the printers are making more today. It went into the top 200 on Amazon. You can also get it on a Kindle from Amazon websites all over the world but my favourite is in Japan! It doesn’t matter where you buy our book every copy gives children 25 meals in Malawi and that’s why we wrote it.

The pathetic excuse I was given Waterstone’s Godalming was that NeverSeconds was only published last week.

Surely you do not wait until after a book is published before ordering? You order in advance so that on publication day, you have copies on display, on the shelves.

Waterstone’s Lincoln same response, not in stock, not on order.

But it is not only Waterstone’s.

I tried WHSmith. No joy there either.

I then had the bright idea, catch the bus to Haslemere, visit an independent bookshop. The bus dropped me opposite The Haslemere Bookshop.

In one window trash the sort of trash one would find on display in Waterstone’s, only at a massive discount. Hardly inspiring. On the door a notice No coffee from Costa. I was not sure, was this anti-coffee or anti-Costa. I resisted the temptation to ask.

NeverSeconds please?

Do you know the author?

Yes, Martha Payne, which I spelled to be helpful.

No, we do not have, nor is it on order.

I expressed surprise that they did not know this book, to be told they could not be expected to know every book. I said I agreed, but I would expect them to know a book that has been serialised in the Sunday Times, has had lots of publicity. Not their department, they are not the buyers.

I suggested that as this was a book in demand, they ordered copies, put on display, and that way steal a march on Waterstone’s.

I am amazed how a bookshop like this stays in business. I visited it last year, then they did not know of Aleph, then latest book by Paulo Coelho, an international best seller.

The Haslemere Bookshop compares very unfavourably with a lovely indie bookshop around the back of Winchester Cathedral. They always have a wonderful window display, books that tempts one, a love of books.

It also compares unfavourably with Judd Books which I came across near the British Museum whilst in London last week.

A couple of days ago I contacted One Tree Books, an indie bookshop in Petersfield, a couple of years ago Bookshop of the Year (though I was not impressed when I paid them a visit last year). I asked did they have NeverSeconds? They have not had the courtesy to reply.

How do indie bookshops remain in business? Sadly they don’t. We have lost a quarter in the last five years. It is easy to why. Apart from a few noticeable exceptions, they compare very unfavourably with bookshops in Bassano del Grappa.

It is also easy to see why Waterstone’s is a failing book chain. I experienced the same problem last year when asking for Aleph by Paulo Coelho.

Amazon are not only winning on price, they are winning on service. If you want NeverSeconds, unless you live in Scotland, you have no choice than to go to Amazon, and even Amazon appear to be asleep on the job and the best they can deliver on is an e-book.

I do not wish to see all or indie bookshops wiped out, but unless failing bookshops get their act together, that is what will happen. They cannot compete on price, which means they have to compete on service.

NeverSeconds is now on at least its second print run. Maybe one day I will lay my hands on a copy, then I will write a review.

Why buy from Amazon?

Martha reading NeverSeconds

Martha with her book NeverSeconds

Neverseconds book launch, what every Waterstone’s should look like

Price is the usual reason cited to buy from Amazon, but another reason is service.

Order a book from Amazon and you will receive your book the next day, or at least that is what Amazon claim, and it will often be post free.

OK, not as good as walking into a bookshop and laying your hands on what you want there and then, although that does assume they have it in stock, if not it may be a long wait whilst they order it for you.

NeverSeconds was published two days ago. I would love to lay my hands on a copy but so far this has proved impossible.

Not a single Waterstone’s I have tried has even been aware of NeverSeconds, let alone had a copy on the shelf or on display.

I tried again today. The assistant looked at me blankly when I asked for NeverSeconds. I explained it was a book, authors Martha and David Payne.

She looked it up. No we do not have it, but we do have it on order.

That it is on order is probably only because I and maybe others have asked for it.

When will it be in? No idea.

How many have you ordered? One.

One! At this point I had had enough. A book that has been serilaised by the Sunday Times, mentioned on Breakfast, on STV, Martha has been on Woman’s Hour, the One Show and Waterstone’s orders one copy!

I know Waterstone’s is a pathetic joke as a bookshop, but this is beyond a sick joke.

A book in which there has been lots of media interest by a writer who has generated even more media interest, a potential best-seller, and a bookshop does not have it on display, does not have it in the window, the staff know nothing about the book!

The irony, Waterstone’s Glasgow on Thursday hosted the book’s launch.

This is why bookshops are going under, not because of price, but because they are pathetic about what should be their main business, selling books.

It would appear the only way to get my hands on NeverSeconds is to order from Amazon.

This is not a one off for Waterstone’s. This is a repeat of what happened with Aleph last autumn. A book by an international writer Paulo Coelho, a book that was a best seller all across Europe, and yet in Waterstone’s staff knew nothing about the book, often did not know the author, not on display.

• Paulo Coelho in Waterstone’s and the author the publisher forgot

At the e-book debate a couple of weeks ago at the Guildford Book Festival, the panel were asked did they expect to see Waterstone’s in business in two years time? They did not hesitate, the reply was an emphatic no.

Martha Payne is one of the biggest news stories of the year, she has been awarded an Observer Food Award for her writing, The Herald has named her Campaigner of the Year, NeverSeconds, the story of her and her blog NeverSeconds, now exceeding over eight and half million hits. Walk into Waterstones, NeverSeconds is not on display, not on the shelves, not on order, and the staff have never heard of it!

There are many reasons not to buy from Amazon: Screwing writers, publishers and readers, Kindle uses a propriety format not an Open Source format for e-books, Amazon can wipe books of a Kindle at any time for no rhyme nor reason, Amazon dodge tax.

• Amazon makes UK publishers pay 20% VAT on e-book sales
• Occupy Starbucks and smell the hypocrisy
• How safe are your e-books?

Aleph now out in paperback!

Aleph and The Alchemist joint No 7 (in non fiction chart)

Wonderful display of Paulo Coelho books in window of Libreria Palazzo Roberti

HarperCollins have produced a rather tacky video to promote that Aleph is now available in paperback.

This appalling New-Age-light video from HarperCollins merely serves to reinforce the worse prejudices from critics that Paulo Coelho is a pedlar of psycho-babble and pseudo-crap.

In many ways it is much worse than the critics. At least with the vicious personal attacks by critics masquerading as book reviews, the intelligent reader can see there is something wrong, wrong that is with the critic not the books or author.

Had I never read Paulo Coelho, this awful video would have put me off Paulo Coelho for life, or at the very least it would have taken a lot of persuading for me to have picked up and read one of his books.

I learnt Aleph was out in paperback on passing through an airport and finding it on display on a book stand. It was joint No 7 with The Alchemist. Odd though, I thought, in the non-fiction chart.

The Alchemist has a new cover. This I discovered on meeting and chatting with a man who like me was in transit between terminal buildings and waiting for the shuttle. Strangers passing by in brief encounters.

- Reading the signs

Was Aleph on display in Waterstone’s?

Friday of last week, I checked Waterstone’s in Guildford. No, Aleph was not on display. It was not on display in the window, not on display in-store. At least it was on display on the shelves after I passed through.

Same story, Waterstone’s in Lincoln, Tuesday of this week. No Aleph on display.

What is wrong with Waterstone’s?

Last year when Aleph came out in hardback, it was not on display in Waterstone’s

- Paulo Coelho in Waterstone’s and the author the publisher forgot

If nothing else an opportunity for independent bookshops. But will they grasp the opportunity? On past track record, the sad reality is no, which is one reason they are all going out of business.

- What’s gone wrong with our bookshops?

Last year Aleph was released across Europe. It shot straight to No 1 in all countries apart from UK.

Waterstone’s is a very depressing place to visit. A marked contrast to the four bookshops I found happily coexisting in Bassano del Grappa.

- Bookshops in Bassano del Grappa

One, Libreria Palazzo Roberti, located in a former palace that was once owned by the Comte Roberti where Napoleon slept the night, was a delight to visit. As one wandered around one could see the love of books. Wonderful enticing book displays.

I mentioned Paulo Coelho was in Bassano del Grappa. When I passed by a couple of days later, Libreria Plazzo Roberti had a wonderful display of Paulo Coelho books in one of their windows. Somehow I cannot imagine that happening with Waterstone’s.

Guildford has an annual book festival which takes place mid-October. Pass by Waterstone’s and you would not know, as no mention of the Guildford Book Festival. Sour grapes because they are not the official festival bookseller.

But please do not let the tacky HarperCollins video put you off reading Aleph. It is excellent and highly recommended.

Aleph is available in paperback the UK now, in the US in June.

Waterstone’s Guildford catches fire

Waterstone’s Guildford caught fire on Sunday.

Apparently a fire in the Costas coffee shop on the first floor which burnt through to the ground floor.

I looked in today. Strong smell of smoke, lots of damage. I do not know what the first floor is like or floors above the first.

Waterstone’s Guildford is closed until further notice.

Weird, no mention by Waterstone’s on twitter!

HarperCollinsUK you should be embarrassed!

Hope is a good breakfast, but it is a bad supper. — Francis Bacon

Last week we forgot to mention Paulo Coelho’s brilliant new book Aleph. — HarperCollinsUK

HarperCollinsUK can you hear us? Aleph needs a better launch. — Paulo Coelho

Any publisher would have done a better job than HarperCollinsUK with the distribution and marketing of Aleph. — Priya Sher

Let’s wait and see if HarperCollinsUK is aware that they are the publishers of Aleph in England. — Paulo Coelho

How could HarperCollinsUK have forgot that Paulo Coelho had a new book Aleph out on the first of this month? But forget they did.

- Paulo Coelho in Waterstone’s and the author the publisher forgot

Is Paulo Coelho the only person whose phone News Corp has not hacked?

How can a publisher forget that one of their most important writers has a new book out? A writer most publishers would be fighting tooth and nail to sign.

How could a publisher forget a book that has proved to be an international best-seller?

Go into most bookshops and you will be very lucky to find Aleph on display. I thought this problem was resticted to Waterstone’s that is was simply an illustration of their low pay staff on minimum wages. Yesterday I found not so.

I visted One Tree Books in Petersfield, selected as official bookseller to the Guildford Bookfestival 2011, Independent Bookshop of the Year 2010. It was depressing. They did not have a clue what was Aleph. I had to spell it for them twice. They had a copy they said, after looking it up on their computer system. It goes without saying no window display, no in store display. They told me yes, they know who Paul Colelho was, they had a selection of his books. Not true. They had a single copy of The Alchemist. As for the Aleph which their system told them they had a single copy, they did not know where it was.

In Istanbul I found Elif on display in every single bookshop. They knew what it was, who the author was. Probably explains why it was No One within days of publication.

This failure of bookshops not to know of the existence of an international best-seller is in part a reflection of the bookshops themselves, but it also has to be down to the publisher Harper Collins UK failing to ensure they know.

Aleph is No One in all countries of publication, bar one, UK. Could this be because the publisher HarperCollinsUK forgot to tell the bookshops?

Maybe News Corp has more important matters to deal with, like how to keep the Murdochs out of prison.

HarerCollinsUK is owned by News Corp.

James Daunt discussing how bad is Waterstone’s

Yes entire chain, no display at all, no mention of it anywhere in shop, really crap, think Waterstone’s need more business acumen. — Pandora

Hi Keith – we are very much aware that Paulo Coelho is one of the world’s bestselling authors – we’d love to do some work with him. — Waterstone’s

It was a breath of fresh air listening to James Daunt lunchtime today on BBC You and Yours talking about how bad is Waterstone’s.

Buy two get one free is to go. Far better is to offer the books on offer at one-third off.

Staff in bookshops to have greater autonomy. We used to have a chain where this was true. It was called Ottaker’s. Waterstone’s bought Ottaker’s, then destroyed Ottaker’s.

Waterstone’s does not compete with independent bookshops. This is true, but only because Waterstone’s has destroyed our independent bookshops.

It was brought home to me last month just how bad is Waterstone’s when I saw they had no mention of a new release, Aleph by Paulo Coelho. When I querried this I was told Paulo Coelho not well known or not popular. I thought maybe this was unique to Waterstone’s Guildford, but sadly I found it not true, the problem was widespread. [see Paulo Coelho unknown author]

Nor did Waterstone’s make up for lost ground once Aleph published. I expected to see window displays, displays in store. Nothing! [see Paulo Coelho in Waterstone’s and the author the publisher forgot]

It is perverse. An international best-seller, and yet Waterstone’s make no attempt to display either in their windows or in store.

A week on from publication, Waterstone’s had sold 431 copies of Aleph. Assuming 300 bookshops, that is less than one and a half copies per bookshop.

Waterstone’s made no mention on twitter of James Daunt on You and Yours!

Today I bumped into a friend who I had not seen since Guildford Book Festival last year. She used to work in a bookshop. She found it unbelievable my experience in Waterstone’s. But they work in a bookshop, how can they not know a writer like Paulo Coelho, that he has a new book out? The small bookshop she used to work at would have had Aleph on display in the window and sold dozens in the first week.

Another friend who I bumped into earlier in the day was also very surprised.

Top story Book Beat (Friday 9 September 2011).

- James Daunt of Waterstones
- James Daunt of Waterstones 2

Paulo Coelho in Waterstone’s and the author the publisher forgot

Aleph starts the week with three no ones! Thanks Holland, Croatia and Latvia. — Paulo Coelho

Last week we forgot to mention Paulo Coelho’s brilliant new book Aleph. — HarperCollinsUK

HarperCollinsUK “forgot”. This is pathetic. — Paulo Coelho

Thank you for checking the bookstores and showing how pathetic is HarperCollinsUK. I eventually will make this public. — Paulo Coelho

Walk into Waterstone’s and you will usually find Paulo Coelho books on the shelves.

O Oleph released in Brazil August 2010 shot straight to Number One within days of publication.

O Oleph released in Portugal February 2011 shot straight to Number One within days of publication.

Elif released in Istanbul March 2011 shot straight to Number One within days of publication.

The first six contries of release, Aleph shot straight to number one.

Publication of Aleph in English September 2011 has been eagerly awaited.

Paulo Coelho has sold in excess of 130 million books.

At a book signing at Borders in London, 2,000 people turned up.

Paulo Coelho has over 2 million followers on twitter, over 5 million friends on facebook.

It is therefore somewhat perverse that Waterstone’s had no mention of Aleph with their new releases prior to publication. Waterstone’s Guildford somewhat belatedly a couple of days before release had Aleph chalked up on their board of new releases. The pathetic excuses: Paulo Coelho not well known, Paulo Coelho not popular. [see Paulo Coelho unknown author]

Once published, Waterstone’s made up for lost opportunity. Erm, no.

Waterstone’s Lincoln when asked for a copy of Aleph had not heard of it and had to look it up on their system to see if in store. Yes, it was. It was upstairs, someone would bring a copy down. Ten minutes later, no copy had appeared. When the long wait was querried, apparently they did not know where to look. Copies were then spotted on a nearby table. Did they know of the free trip on the Trans-Siberian Railway? No.

Waterstone’s Guildford, to their credit, did have Aleph on display near the door. Nothing in the window.

Waterstone’s Godalming not a single copy could be found in store. Maybe they had had a run on Aleph? No display in store, nothing in the window (or so I thought), nothing where books by Paulo Coelho were shelved. On my way out I spotted a single copy of Aleph hidden behind books by second-rate writers (and that is being generous).

Waterstone’s Alton had no copies of Aleph on display either in the window or in store. Three copies of Aleph were found on the shelves with the other Paulo Coelho books. No attempt had been made to shelve with the cover on display. When asked, zero copies of Aleph had been sold. Apparently people of Alton were too pragmatic and the author was not very well known or popular. Asked of any promotion, yes there was a promotion, £3 off the cover price, no, not aware of free trip on Trans-Siberian railway!

All Waterstone’s have an area where new books are displayed. None had Aleph on display.

The publisher of Aleph has of course done their best, putting Waterstone’s to shame. Erm, no. Not a tweet on twitter from HarperCollinsUK. Apparently they forgot! They forgot to mention that one of their most important authors had a new book out! How pathetic can you get?

HarperCollinsUK forgot! They forgot! But even after they had been reminded by myself and others, including Paulo Coelho, the best HarperCollinsUK could do was point to a pathetic piece by Kindle Post UK where they could not even get the author’s name right. And even then they pointed to the website of Kindle Post UK, not to the article itself. HarperCollins could not even be bothered to cobble together a press release! [see Exclusive Interview with Paulo Coehlo]

Other than word of mouth, how does anyone know an author has a new book out, if the bookshops and publishers make no attempt to promote the book?

In Godalming, I was chatting to a lady in the Parish Church. Paulo Coelho, yes, he is a very famous writer, author of The Alchemist.

Alton Secondhand Books a good selection of Paulo Coelho books. He is very popular.

On the streets of Alton I bumped into an attractive female I had seen earlier in an Italian Coffee shop. Yes, she knew who Paulo Coelho was, he was a famous writer who had written many books. Why do you ask? He has a new book Aleph. Thanks, I will look out for it.

If I was a bookseller and knew there was an international best-seller I would make sure I had plenty in, that it is was on display, and my staff knew about it. Not it seems if you are Waterstone’s.

If I was a publisher and I had an international best-seller, I would make sure all the bookshops knew about it, that they had it on display with plenty of promotional matererial. Not it seems if you are HarperCollinsUK.

Waterstone’s is like a game of pass the parcel. No one wants it and it gets passed around until the music stops. Tim Waterstone sold to W H Smith. W H Smith sold it back to Tim Waterstone. Tim Waterstone sold to HMV. HMV has since sold it on. Waterstone’s has recently been disposing of what they call surplus stores in an attempt to cut their losses. In the meantime, Waterstone’s has decimated independent bookshops.

Guildford used to have several bookshops. All that is now left is Waterstone’s (the former Ottaker’s flagship store) and a small Christian bookshop.

HarperCollinsUK is part of News Corp, the Murdoch Empire.

Paulo Coelho is a Brazilian writer. Aleph was released in UK 1 September 2011. It is due for release in USA 28 September 2011.

Paulo Coelho unknown author

Aleph - Paulo Coelho: A spiritual journey on the Trans-Siberian Railway

Paulo Coelho

In 2006 I was called to my 3rd sacred pilgrimage. … I went to several countries, but the epiphany happened while crossing Asia in the Transiberian train ( 15 days, 7 different time zones, 9.2528 km from Moscow to Vladivostok). I was travelling with a Turkish girl, Hilal (not her real name), for reasons that you are going to discover in the book. This point where time and space converge is called ‘The Aleph’ (J.L.Borges has a wonderful short story about this point). Therefore, this is the title of my new book: ‘The Aleph’. … Why did I take so long to write about this pilgrimage? Because it took me three full years to understand it. — Paulo Coelho

We are a business that has not satisfied its customers for some time and is paying the price for that. — James Daunt, boss Waterstone’s

We need much, much better bookshops. — James Daunt, boss Waterstone’s

I was in Waterstone’s bookshop in Guildford yesterday. Behind the counter was chalked up on a big board latest releases. No mention of Aleph by Paulo Coelho due out in September.

Curious as to this noticeable ommission, I asked.

The staffer behinder the counter looked at me blankly.

He must be an unknown author, I was told, or not very popular.

Unknown author! Not very popular!

I explained that since publication of O Aleph in Brazil last summer, publication in English was eagerly awaited, that in the first six countries of publication it had jumped straight to No One.

I added that Paulo Coelho had over 2 million followers on twitter, more than five million on facebook!

I could have added that The Alechemist had been in the New York Times best seller list for a continuous 188 weeks. Not bad for a book that was published over twenty years ago!

It will probably come as a surprise to readers in Latin America, Middle East or Europe, especially Eastern Europe and Russia, that Paulo Coelho is not well known in England. I once put this to the test.

I asked a friend in Cyprus, receptionist at a hotel, did she know who Paulo Coelho was? Of course I do, she replied, in a tone that implied I was questioning her intelligence. When I explained why I had asked, that he was not well known in England, she did not believe me. We then asked guests at the hotel. None of the English knew who he was, all the others did!

Not that this can be any excuse in a bookshop. It is not that I expect the staff to know every single writer, I do not, but in this case Waterstone’s was running a promotion of a free trip on the Trans-Siberian Railway to coincide with publication of Aleph on 1 September 2011. Not that anyone walking into Waterstone’s would know this as no mention in the store, or at least not obvious.

The irony was that the only reason I was in Waterstone’s was to obtain a Waterstone’s card as it was required to participate in this promotion.

If bookshops are to compete with on-line retailers they need two things: Physical presence off books, to handle and look at. Staff that actually know about writers and their books.

Waterstone’s Guildford used to have staff with who one could chat about books, but then it was Ottakar’s flagship store. Against strong public opposition the Ottakar’s chain founded by James Heneage was taken over by Waterstone’s. Staff who chatted with customers were told off!

Earlier in the week, James Daunt, boss of Waterstone’s said the stores were in much need of improvement. Not a truer word said.

To be fair to Waterstone’s they do help new writers. Stuart Olds has been booksigning in Waterstone’s and shifting 50 books at a time. The record 68 copies of Hope’s Truth

Guildford Book Festival 13-22 October 2011. Hopefully this year will be a better book festival than last year which was very poor compared with previous years. [see Guildford Book Festival 2010]

Top story The Writer’s Cafe Daily Friday 19 August 2011.

- Paulo Coelho announces details about next book release
- Tears are words that need to be written
- Aleph in Farsi