One NYC Indie Bookstore Survives By Being Small And Specialized


Posman's Chelsea store is one of three that the small independent chain currently operates in Manhattan. The other two are in Grand Central Station and at Rockefeller Center. John Mutter, editor-in-chief of Shelf Awareness, an online newsletter about books and publishing, stated that each separate store caters to a specific market, and that niche marketing is one reason Posman has succeeded where others have failed. The Grand Central store is aimed at commuters; the Rockefeller Center store caters to tourists and travelers; and the Chelsea Market store is filled with cookbooks.

Even in this age of e-books and the convenience of buying online — a market dominated by Amazon — plenty of readers still love browsing through bookstores.

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