In his book on the bookselling business, Joseph Shaylor notes Dr. Johnson’s recommendation for sharing sales revenue among all participants in the year 1776, saying “the country bookseller selling a book published at twenty shillings” should retain 3 shillings 6 pence from the sale. No less than that is possible, the good doctor writes, because booksellers operate on paper-thin margins (ba-dum-ching). Writing in 1911, Shaylor notes the same was true during his career and makes this important business principle:

All retail establishments exist either to create a want or to supply one. This applies equally to a bookseller — either he must help to educate the public to be lovers of books, or he must simply exist to supply such books as an educated public requires. The former is to be desired, and the greater the inducements held out to encourage men and women of intellectual aptitude to be distributors of books the better it will be both for themselves and for the trade they represent.

— Shaylor, The Fascination of Books with Other Papers on Books & Bookselling

Perhaps even more than publishers, booksellers need to cultivate a market both of readers and people who appreciate owning books themselves. In that vein, David Kern, proprietor of Goldberry Books in Concord, NC, reviews The Bookshop: A History of the American Bookstore. “As recently as 1993, 13,499 independently run bookshops were open across the country,” and yet historian Evan Friss states, “Americans have never really been readers.”

Last week for National Read-A-Book Day, a Philadelphia Barnes and Noble invited two dozen authors “to come down to the store, sit in the leather chair in the window display outfitted with a side table and lamp, and silently read a favorite book.” The store manager said her staff thought it a crazy idea, but the authors loved it.

Of course, all bookshops should be as attractive and picturesque as we imagine ourselves to be. Scrivener’s Books & Bookbinding in Buxton, Derbyshire fits the bill. Liv Clarke visited the other day and called it magical. The shop boasts five floors of books with a cellar housing “the smallest Victorian Museum in Buxton . . . found next to the buildings’ original stove.”