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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.