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ness.
"We read here like crazy," she
says. "That's our strong point."
She acknowledges she felt some
apprehension when Barnes &
Noble moved in nearby, but,
while she will not disclose sales
figures, she contends that busi-
ness is as strong as ever.
Some independents have not
fared as well. Metro News Cen-
ter, formerly across Telegraph
Road from Barnes & Noble,
closed its doors last year rather
than compete.
While many factors may have
contributed to the owners' deci-
sion not to renew their lease,
booksellers like Mr. Loren say
watching Metro News close
made it very clear that he and
others like him were in potential
danger from the bookselling gi-
ants.

A customer-oriented

attitude is
necessary if an
independent
bookseller wants to
stay in business.

Ms. Kramer believes she's see-
ing a pattern similar to what
happened when supermarkets
first opened. "The food chains
came in and knocked out the
mom & pop stores," she says.
Janice Keramedjian, manag-
er of Barnes & Noble in Bloom-
field Hills thinks the "danger"
Mr. Loren and Ms. Kramer de-
scribe has been blown out of pro-
portion. "There's room for
everybody," she says. "We're the
measure for each other."
Mr. Robinson of the ABA, an

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a rainbow selection of flavored
Italian sodas.
How can a small business
compete?
The answer, in part, is niche
marketing.
Ms. Sapp says a tiny outlet
like Book Beat may not carry as
many titles as Borders, but Book
Beat is well known for its spe-
cialties - art and children's ti-
tles.
"I think they survive because
they have that really great
niche," she says. "We send a lot
of people there."
Lil and Bernard Kramer, who
own Marwil Bookstore near
Wayne State University, are just
as protective of their corner of the
book market. The college text-
book sellers co-exists with an-
other major division of the
Barnes & Noble chain, the cam-
pus bookstore.
"We can't compete," Ms.
Kramer says of Barnes & Noble,
which is four times the size of her
store and sells Wayne State Uni-
versity sweatshirts and other
items in addition to books. "We
have our own little niche, and
they have their great big one."
What she can offer, however,
is personal service. The Kramers
and their staff keep professors
up-to-date on class materials.
Marwil is also known for its will-
ingness to deliver texts to Wayne
State's off-campus facilities.
In addition, the 3,000-square-
foot store carries technical books,
study aids for civil service exams,
poetry, novels and an array of
non-fiction. It even sells snacks
near the front of the store for
hungry students on the run.
Anything, it seems, to serve
its customers.
Ms. Winkelman says that a
customer-oriented attitude is
necessary if an independent
bookseller wants to stay in busi-

SCIXF
ECILF
TEVIY
IEC
ELBTF
ELT
ELRNF
TAD
CMVT
LANTF
ISL

Exchange

NASDAQ
Scitex
NASDAQ
ECI Telecom
NASDAQ
Teva Pharm
NYSE
PEG Israel
ElbttComputers NASDAQ
NYSE
Elscint LTD
Elron Electronics NASDAQ
NYSE
Tadiran
NASDAQ
Comverse
NASDAQ
Lannet Data
First Israel Fund NYSE

April 15 April 22 Change

5 22.50

5 19.13

5 20.63

5 19.63

5 23.75

5 25.38

5 28.38

5 28.13

5 37.00

5 35.25

5 3.25

5 3.13

5 17.25

515.25
519.25
58.75
58.88
514.38

5 20.50

5 9.88

5 9.13

5 14.63

-'3.38
-51.00
+51 .63
-50.25
-'1.75
-'0.13
-52.00
-51.25
-'1.13
-'0.25
-'0.25

Source: Allen °lender, Prudential Securities,
West Bloomfield.

