In Creative Economy, Indies Find 'Evolutionary Niche'

Shelf Awareness

Steven Johnson

"This would be even more troubling if independent bookstores--traditional champions of the literary novel and thoughtful nonfiction--were on life support. But contrary to all expectations, these stores have been thriving.... Indie bookstores account for only about 10% of overall book sales, but they have a vastly disproportionate impact on the sale of the creative midlist books that are so vital to the health of the culture.

"How do we explain the evolutionary niche that indie bookstores seem to have found in recent years? It may be as simple as the tactile appeal of books and bookstores themselves.... The trend might also reflect the social dimension of book culture: If you're looking for literary community, you head out to the weekly reading series at the indie bookstore and buy something while you're there."

--Steven Johnson in this Sunday's New York Times Magazine article headlined "The Creative Apocalypse That Wasn't"