Troy Posted August 4, 2012 Report Share Posted August 4, 2012 This is a really interesting read http://aalbc.it/hue-man I talks about the Hue-man Experience Bookstore, perhaps, at the time, the nation's largest Black owned independent Bookstore. The case study address the specifics of the Hue-man bookstore, including financials as well as a snap shot of the publishing industry in the early 1990's. "I started out with a marketing plan but there were many flaws because it was based on Anglo book purchasing behavior. We were unable to anticipate the difficulty in getting African American people to buy books. I had to go back and reevaluate my marketing strategies. We thought people would come because the idea was unique. It was an upscale store with ambiance, patterned similar to Tattered Cover, which really has a national presence. And we thought that people would come--particularly middle class people with disposable incomes and a higher education level, because that was the population that I was close to. But it took a lot more marketing to get people in. The variable we didn't count on is that the store sold not just books, but culture. The customers we attracted have to be culturally connected." Link to comment Share on other sites More sharing options...
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