San Mateo's 'M' is for Mystery finds success in specialty niche market


Some Good News about an Indie Bookstore for a change. It was a strategic move by Ed Kaufman that turned a small independent bookstore into the largest mystery specialty store on the West Coast.
Not that he ever figured to reach that lofty status, but Kaufman deliberately chose the mystery niche when he opened "M" is for Mystery 10 years ago in downtown San Mateo.

It was a genre he loved and knew a lot about, and in an industry dominated by chains and online giants, it was a survival move. The decision to focus on the mystery genre by Kaufman and his wife, Jeannie, proved to be the key to their success.