Holt Uncensored

Holt Uncensored

 

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  #240
by Pat Holt

Tuesday, May 29, 2001

 





HEALTH-CARE AUTHORS MAKE HOUSE CALLS AT 'DESKTOPSPA'
NOTE TO READERS
LETTERS

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HEALTH-CARE AUTHORS MAKE HOUSE CALLS AT 'DESKTOPSPA'

I used to think the hottest development in publishing was the make-your-own-book idea that one finds increasingly on the Internet at publishers' websites specializing in, say, travel, reference, cookbooks and the like.

At these sites, customers are invited to select chapters or sections from titles they've browsed and to create exactly the book they need for personal use. If they're going to London, the Cotswolds, Oxford and Glasgow, for example, they simply pull relevant chapters from full-length books they like best on the site and create their very own, tailor-made guide.

The latest effort at Microsoft Press was mentioned by a reader in #236 and seems to offer state-of-the art "custom books." This site's message is: Why order a computer title that's not entirely what you want when you can customize an ideal book, piece by piece, AND update it even after you order it?

EVEN MORE TAILOR-MADE

But now there is an even hotter innovation that - irony of ironies! - makes books expendable and invaluable at the same time.

This approach not only disintermediates the bookseller, it cuts out the publisher AND the book (ideally you don't have to read!) - but hang on, the news is good for everybody in the book biz.

The innovation is called DeskTopSpa, and it combines the resources of bestselling authors in the health-care field ( see www.desktopspa.com ).

Andrew Weil, Bernie Siegel, Jack Kornfield, Joan Borysenko, Jon Kabat-Zinn, Belleruth Naparstek, Gay Hendricks and Suzy Prudden (and these are just a few) have all contributed original and existing works to a package of complementary health-care treatments that are purchased by companies and offered to workers right at their computer.

HOW IT WORKS

Let's say you're typing away at your office computer when you feel a tightening in the wrist that you know is only going to get worse.

Your company has already sent you to a doctor who's put your forearm in one of those removable but inflexible wrist casts and scared you to death with talk of "surgery down the road."

You've tried acupuncture, meditation, exercises and herbs with limited success. You're supposed to take frequent breaks but you'd miss your deadlines if you did. You're starting to panic every time this wrist pain recurs, and the increasing stress, as you well know, causes further panic and contributes to more wrist pain.

Now if someone in charge of health-care management in your company were to say, "Andrew Weil to the rescue!" you'd probably think you're going to be handed a book by Andrew Weil, or a chapter from one of Dr. Weil's books, or, considering the "custom book" idea mentioned above, an Internet URL where you can pull all the commentary Andrew Weil has ever made about anything related to repetitive stress syndrome of this nature into a series of printouts that, reformatted, will make a book that's applicable to your condition only.

But no: You need help NOW. You're in pain NOW.

And, voila! Your company, you learn, has hired the services of DeskTopSpa, which introduces itself to you with a nifty questionnaire about your "health issues" (everything from "wrist and hand pain" to "frequent flyer stress"). From this list, you use a sliding scale that results in the selection of of "treatments" (stretches, meditation, yoga, exercises) you can do in your office chair at timed intervals.

Just setting up the DeskTopSpa program makes you more closely involved with monitoring your health, but the best part is yet to come: At times of the day that you choose, DeskTopSpa sends short, personalized instruction from, say, Gay Hendricks (who takes you through an anxiety-reducing exercise called "Breathwork for Stress"), Shinzen Young ("Quitting Smoking Meditation"), Ken Cohen ("Dissolving Headaches"), Carol Dickman ("Wrist Yoga") and many others.

Further, if something's not working - say you're getting a cold or feel a different ergonomic injury flaring up - you can click over to a real, live health care practitioner who works with you as a nurse or a trainer might.

According to DeskTopSpa CEO Aaron Naparstek, "just about all the authors we use are participating voluntarily and for free at this early stage. We can help them sell their books and CDs by offering live links to their sites, but eventually we'll pay them a royalty for everything they contribute. This could develop into a sizeable revenue stream for them."

I'll say. DeskTopSpa has all sorts of statistics showing that office workers who take regular and frequent breaks from the computer to do, say, a guided visualization, stress-relieving meditation, relief from eye strain or other wellness treatments do not call in sick as many days and are working in the office with greater concentration and energy than those who go off and have a donut or cigarette and still suffer repetitive stress injury, headaches, etc.

Then, too, there is the situation with employees already in recovery from illnesses relating to heart disease, cancer, depression and other problems - they, too, are offered personalized treatments from the author/experts at DeskTopSpa, and as a result will feel less isolated within the office and more supported by their employers along the way.

MY TWO WORRIES

I had two worries about DeskTopSpa at the beginning: First, those constant "it's time for your treatment!" reminders would, I was sure, drive me bats coming from an employer who would increasingly resemble Big Brother. This didn't happen: Since I chose only those treatments I felt I needed (and I could choose NONE if I wanted), the employer-as-fascist factor didn't come up.

Second, this approach is so far beyond the make-your-own-book concept that it's frightening: Shouldn't we all worry about a slick package that removes just about every line of the text from the books of our favorite health-care authors and repackages their exercises into "streaming videos" (why does that term sound, well, obscene)?

Actually, says Aaron Naparstek, quite the opposite is true. These 2-minute (at most 6-minute) treatments have the potential of introducing authors to so many new users that the effect of DeskTopSpa, for that percentage of people who'll want to probe deeper, will be to stimulate even more sales of good old-fashioned read-'em-on-your-lunch-hour, take-'em-home-and-study books.

For now, DeskTopSpa has the usual kinks to iron out (Macs have a tougher time using the program than do PCs, for example). But it's already on its way with companies like MiaVita, the health-care-service provider, which signed the first licensing agreement to install the program with a number of companies.

It may be that one day we'll wonder why this obvious, easy-to-use, learn-at-your-desk partnership in health between management and employees wasn't always a fundamental part of office life from the beginning of the computer age.

The fact that the health-care authors themselves are so positive about the idea that they've signed up for no money means that this kind of literature can flourish in any era. We'll keep following the adventures of DeskTopSpa and see.

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NOTE TO READERS: This will be the only column this week as we're off to Book Expo to dish the dirt with alla pros in the field. See you next week.

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LETTERS

Dear Holt Uncensored:

In your piece entitled, THE INDIE MESSAGE: NOT LOST IN THE SHUFFLE, AFTER ALL, you express some qualified encouragement about NPR's Talk of the Nation program on which they interviewed independent booksellers and John Mutter of PW.

Some very interesting things occurred in the week preceding this program. On April 24th, I heard a plug for a Talk of the Nation show to be aired that day. In the announcement, Juan Williams said something to the effect of "Independent booksellers have withdrawn their charges against the chains" and announced his pending interview with someone representing Borders. Well, I was so annoyed that even the tag misrepresented the facts that I fired off this email to NPR:

Dear Juan:

I was one of the plaintiffs in the recently resolved law suit against Barnes & Noble and Borders. I heard the announcement for your program today and was immediately frustrated that even the 5 second tag grossly misrepresents our recent law suit against the chains. You said that independent booksellers "withdrew" their charges against Barnes & Noble and Borders. This is false! We accepted a settlement offer made to us by the chains. I certainly hope this error is not a reflection of how the program will proceed today. I also hope that you intend to include a representative of ABA, our legal team or one of us plaintiffs on your program. I also hope that your coverage is not influenced by the underwriting department. There are three good summaries (ABA, Holt, Landon) of what took place and what should have taken place. I urge you to read them before proceeding with your interview today. I will paste them below. Please don't fail us Juan - read the trial highlights and tell your listeners the chains aren't guilty.

Tony Weller
Sam Weller's Books

By coincidence, this program was to air at the same time that ABA and we plaintiffs and our attorneys we're having a conference call to discuss the outcome of the lawsuit. I did not hear anything back from NPR before joining the conference call (or ever) and in the course of our lengthy discussion, i asked my peers if anyone knew what was happening with the program and was informed that it had been cancelled.

Of course, I was pleased at the show which aired the following week but I couldn't help wondering what happened with the first one. How much were B & N and Borders influencing the reportage? They do underwrite programs and I'd prefer to believe that this in no way influences NPR's programming choices. I found myself asking, "what happened to the Borders person and how did the format of the show change so quickly and without mention?" How many of my comrades sent or phoned NPR with complaints akin to mine? And why was the host of the program changed from Juan Williams to someone else?

I know this may sound a bit paranoid, but that's bound to happen when for a decade you've been deceived by publishers and wholesalers and misrepresented by most members of the media, which seems to be increasingly in the business of fostering the dividend versus giving the true scoop.

2) I also want to respond to the well-written and well-thought-out letter from Bruce McPherson, which you printed in missive # 233.

Many of us have thought a lot about the role of liberal returns policies in aiding the growth of the chains despite their non or marginally profitable statuses. What was brilliant about the chains growth strategy was that they leveraged their growth on the publishers. They stretched credit to the max and trimmed returns cycles to the min and voila: consignment! Of course this was horrible for the publishers but there isn't enough time to cover that here. But i do want to say that the suggestions Mr. McPherson makes are sound and i only suggest different ones because i think the concept of returns is valuable to publishers, booksellers and readers in that it helps booksellers to have the courage to try books which they might have otherwise skipped. With our shallower pockets and superior book knowledge/experience/ love, we have always bought more carefully and returned fewer books than the corporate guys.

I just want to suggest that returns penalties based on a ratio of purchases could preserve what is good about publisher returns without subjecting publishers to the recklessness and/or manipulation of buyers. I've done this before so before signing off i will attach the text of a flier which we hand out to caring and/or curious members of the public and media. It's not copywritten and if anyone likes it and find no flaws in it, please feel free to use it. If i''ve made any errors, please help me to correct them. I'd rather be right tomorrow than not at all.

6 Reasons to Support Your Local Independent Bookstores

  1. INTEREST: Without independent bookstores, all bookstores would be boringly alike in inventory, ambience, philosophy and service.

  2. VARIETY & SECURITY: By their numbers and difference, independent booksellers guarantee that there will be a diverse market for the broadest range of books, not just for best sellers and highly commercial books. Currently, a handful of retailers are responsible for more than half the books sold through bookstores in the this country. These retailing chains are already influencing publishing decisions. When they have shown no interest, manuscripts have been rejected. Authors are finding it harder to get published. When book purchasing for stores is controlled by a handful of buyers, buying for hundreds of locations, the number of books offered to the public is reduced. No five or ten buyers can match the variety of books selected by thousands of independent booksellers buying books based on their own taste and judgements. Donít put all of your cultural eggs in one basket.

  3. FREEDOM: Independent booksellers are the most staunch defenders of your right to read. The chains have been quick to capitulate to threats when their right to sell you books is challenged. Where did you buy The Satanic Verses?

  4. ECONOMY & ENVIRONMENT: Between 1991 and 1993, the square footage of retail space dedicated to book sales doubled as a result of the growth of major chains. Their expansion continued at an aggressive speed until about 1997. Between 1991 and 1997, the retail display space for books quadrupled! Over the same period, the most optimistic reports indicate that the publicís book buying habits increased by only about 5%. During this period of growth, publishers were forced to print more books to supply all the additional shelf space. In 1989, 15-25% of books printed were returned unsold to publishers. In 1999, 35-50% of books printed were returned to publishers. This represents a doubling or a tripling of waste! The cover price of books went up 32% between 1992 and 1997. Inflation for the same period was only 14%. You are paying too much for books because of the profit hunger of a few corporations.

  5. COMMUNITY: Chain stores have no real links to local communities. While the wages paid do stay in our community, the profits earned are sent out of our community to owners or stock holders. The independent bookseller fosters community because he or she lives in it and is rooted in it.

  6. EQUITY: If youíve ever lamented the rich getting richer while the poor and the working class get poorer, remember that you vote with your dollar. Itís just common sense that the more individually owned and operated businesses that exist, the more thoroughly wealth is distributed and the healthier are our communities. As my father says, "money is like manure; itís no good unless you spread it around."

If you lose your independents, you lose your independence.

Tony Weller
Sam Weller's Books


Dear Holt Uncensored:

As background for your information, I am forwarding two emails sent out by Amazon about Bibliofind - one to customers and one - to Bibliofind dealers.

Amazon bought one of the best independent booksearch sites on the net - it started back in 1996 and was the first one we listed on back when we only had about 800 books catalogued.

For a couple of years, they practiced a sort of benign neglect -the only change they made to it was to have credit cards kept on a "secure server." Well, it turns out that apparently the credit card info was hacked for 4 months before the hackers finally left some graffiti on the site, so they would notice it.

After the site was down for several days, it came back eviscerated (not only were the credit numbers no longer being stored, the buyers could not even send their address in the emails requesting purchase of a book - and now Amazon has dealt it the death blow.

I won't discuss the "ease-of-use" which Amazon claims except to mention that Bibliofind might have been a "boring" site, but it was one of the fastest and easiest to use - both for booksellers and for book buyers.

It will be missed. Fortunately, there are still several independent sites out there, with no markups on books, and direct contact between customer and bookseller - among them are Abebooks.com, Antiqbooks.com, BookAvenue.com, Bibliophile.net and significantly the new database being run by the bookseller's co-operative, TomFolio.com!

Chris Volk

Bibliofind wrote:

Dear Bibliofind Customer,

As one of our valued customers, we'd like to thank you for making Bibliofind a leading destination for buying used, rare, and out-of-print books. We are proud of the integral role Bibliofind has played in developing rare and used bookselling on the Internet and appreciate the support of our community of dealers and customers.

Today we are pleased to announce that as of May 7, 2001, Bibliofind will unite with Amazon.com through Amazon's Marketplace and zShops operations. This move will better serve Bibliofind customers by offering the unparalleled selection and ease-of-use for which Amazon.com is famous, while continuing to provide access to many of the Bibliofind dealers you already know and trust.

As of May 7, 2001, customers will visit a new Bibliofind home page where they can search for millions of rare, used, and out-of-print books presented by a network of independent booksellers through Amazon Marketplace and zShops.

Please note that although we are joining our service with Amazon.com's we will not transfer any personal information that you gave Bibliofind to Amazon.com or to any other party.

Thank you again for your support of Bibliofind.

Sincerely,

Bibliofind.com

And the letter to dealers:

Dear Bibliofind Bookseller,

Since its launch in 1996, Bibliofind has pioneered online bookselling, successfully connecting bibliophiles and independent booksellers from around the world. Bibliofind's achievements can be directly attributed to its incredible community of online booksellers, and we want to thank you for making Bibliofind a leading destination for book lovers around the world.

Amazon.com is fully committed to third-party bookselling and has been hard at work developing a premier platform for buyers and sellers of rare, used, and out-of-print books. We believe now is the right time to focus our efforts on a single selling platform. Therefore, we are announcing that on May 7, 2001, we will unite Bibliofind.com with Amazon.com through Amazon's Marketplace and zShops operations. We believe this move will better serve Bibliofind customers by offering the unparalleled selection and ease of use for which Amazon.com is famous.

If you have not already done so, we invite you to join the hundreds of Bibliofind booksellers already selling their inventory directly to Amazon.com's over 30 million customers, the largest book-buying customer base on the Internet. In the month of January alone, booksellers selling through both platforms experienced five times as many sales through Amazon.com as they did through Bibliofind.

Because we value your business, when you register for an Amazon.com Pro Merchant Subscription from now until September 2001, Amazon.com will waive all your monthly subscription fees from the date of registration through September 2001--so sign-up now to get up to six months free.

When you list your inventory in Amazon Marketplace and/or zShops you will have direct access to Amazon.com's world-class third-party selling platform, including:

  • Exposure to over 30 million registered customers--sell your books through the world's largest online bookstore, rated No. 1 by Gomez, a leading provider of e-commerce research and analysis

  • Secure transactions with Amazon.com Payments--customers are charged for their purchases by Amazon.com, and the funds are automatically deposited into your checking account

  • Dedicated seller support--fast and reliable customer service

  • Easy-to-use inventory upload and management tools--upload thousands of listings, manage inventory, and track sales

  • Increased listing limits--a Pro Merchant Subscription allows unlimited listings in Amazon Marketplace and up to 40,000 listings in zShops

In Amazon Marketplace, used or collectible copies of a specific book (matched via ISBN) are prominently featured on the same page Amazon customers visit to purchase a new copy of that book from Amazon.com. This valuable placement ensures your listing will get a tremendous amount of exposure. Booksellers listing in Amazon Marketplace have been amazed at the results. Monthly gross merchandise sales in Amazon Marketplace have more than tripled in its first four months of operation.

Books without an ISBN can be listed through zShops. Books listed in zShops are surfaced through Amazon's Rare & Used Books Store, a featured gateway to millions of rare, used, and out-of-print titles offered by third-party booksellers. Amazon customers can also search for books listed in zShops from drop-down menus located throughout Amazon.com Books. In addition, if you choose to list in zShops, you can create your own storefront, which is an efficient way to promote and merchandise your inventory.

Follow the links below to an easy Registration Tutorial and Seller's Guide to help you register and begin selling at Amazon.com:

Registration Tutorial http://www.bibliofind.com/privatelabel/register-set-up-b.htm

Amazon.com Seller's Guide http://s1.amazon.com/exec/varzea/ts/help/sellers/

Please be aware that as of May 7, 2001, you will no longer receive orders through Bibliofind.com and customers will find a new Bibliofind home page where they can search for millions of rare, used, and out-of-print books listed by our Amazon Marketplace and zShops booksellers. You will have access to your Bibliofind Dealer Maintenance Page through June 1, 2001, and we will continue to send you additional information about this transition in the upcoming weeks. And remember, sign up today for a Pro Merchant Subscription and receive the first six months free.

Sincerely,

Bibliofind and Amazon.com


Dear Holt Uncensored:

About Amazon.com taking over Bibliofind. Just today I heard the owner of an independent complaining bitterly about how amazon was closing them off from any communication with the browser/reader and putting a huge price on books that they then order from the independent used book seller for peanuts. I'm about to order a used book I can't find here from an independent through BookFinder, which lists independents who give their address and let you order by check if you prefer not to use a credit card on line. Does everyone else already know about this source?

Dorothy Bryant


Dear Holt Uncensored:

As an independent bookstore, we have always put customer service as #1. This includes what we call in the biz a "STOP" order or, Single Title Order Plan." When a book is available only through the publisher (and not through any of the would call the publisher directly and order it that way. Many times, we would receive a 20% discount or less. Add shipping and handling to that charge and you can see that the bookstore never makes a dime. It is a service we provide the customer as stated in our motto "We help you find the books you love."

But, for years, when the bookseller would call most of the publishers to order the specific title for the customer, the question would be "Are you with Barnes and Noble?" And when the question was answered, "No," the comeback would be "Ok, it's this much (or whatever)." We understood the implication to be that Barnes and Noble obviously had different terms. You can draw your own conclusions...

Lisa Musick
Little Professor Book Company
Temecula, California


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