Diane Walker. (Darren Brown, OBJ)

They're throwbacks to an earlier era; independent booksellers thumbing their noses at the Goliaths and their massive chain stores.

In general, they're doing just fine, thank you very much.

The old mom-and-pop shops may be a dying breed in the price-cutting shadows of Wal-Mart and the like, but those who sell books have stood their ground as Chapters, Indigo and others have moved into town.

They may not be winning the fight, but neither are most of them losing thanks to some common sense and hard work.

Leishman's, with locations at Westgate and Hazeldean malls, is one of those independents unbowed by the threat of low prices and huge selection. Diane Walker, co-owner of Leishman's, says appearances can be deceiving.

"There's this preconception that everything is cheaper, but that's not the case at all. They do have their royalty cards, but you have to buy those ... and after a year they expire, and you have to buy a lot of books before you ever get even. My card system is probably better because it's free and with every purchase of $10.99 you get a credit and after 12 you get a free book. You don't have to pay anything and eventually you get something."

That may be true, but the chains bank on the shopper's lack of disposable time and income to lure them into the store. One-stop shopping is attractive and convenient, so they also stock gifts, cards and much more.

"We do have the selection," continued Ms Walker. "You can go into a Chapters and you're overwhelmed by the size of the store. But if I eliminate the sidelines like cards and the food and the gifts and candy and all that stuff and you eliminate the books that are duds on sale for $10.99 and their huge selection of computer books that don't turn over – I mean, I've gone in there and found five copies of a $125 book. If I can't sell computer books, how can they?"

She said the countless books on the chain's shelves may look good, but those computer books, books with extremely narrow audiences and staff she claims are not as well versed as her own make the oasis of literature more of a mirage.

Leishman's was founded almost 50 years ago. Staff is hired based mainly on their knowledge and love of books and they treat customers the old fashioned way – they get to know them.

"The thing about chains is that they price low their top four or five books and that's it, and they can do that because they buy in such large volume," Ms Walker said. "When I do my buying I spend literally a whole week in a hotel going through hundreds and hundreds of catalogues and checking all the titles. That's why when someone comes into an independent bookstore their impression is 'Wow, what a great selection.' I don't just pick the top 10 out of each catalogue, I pick up a wide diversity that makes this a special bookstore.

"My staff is unbelievably well read. They're out there to help customers and we do a lot of interaction with our customers and know many of them by name. I have a fantasy freak, we have crime people, gardening, kids books, and so we all have our niche."

Besides, she asked, how narrow of an audience can one get?

"I went into a Chapters and found 12 hard-copy books on Japanese kimonos. Who in their right mind puts that many copies into a store? I mean, maybe one copy for someone who might be interested in kimonos, but 12 of them?"

Pat Caven, who manages Perfect Books on Elgin Street, said there was one true way to beat the box stores. "Service the hell out of your customers."

The store has been open for 10 years because people who know and love books like to deal with kindred spirits, she said. "I only hire people who love to read. In fact, I could probably pay them in books," she laughed.

Ms Caven said a study she read listed Ottawa as the Canadian city with the most readers per capita, a fact that might have prompted Chapters to open four new local stores. "But we're still strong in the market because of our loyal customers. In the beginning, when Chapters was new, we lost some business because it was new. But it came back to us because Ottawa is very service conscious. Customers want to be remembered by name. A customer here ordered a book about a month and a half ago. He came back in and we remembered him and we had it. He was very impressed."

Contrary to Ms Walker, who lost money to serve her customers, Ms Caven did not sell the latest Harry Potter at below cost. "I may be the only person in the world who did not discount that book," she admitted. "Still, we sold 155 books that day because my customers want to know that we'll be here a month from now. I included thank you notes for their support in each book."

In the end, it all comes down to a family atmosphere among staff and clients alike. "When 9/11 happened," she recalled, "people came in here not to buy books, but just to be among friends in a place that is comfortable."

Prime Crime Books is the place mystery fans visit when investigating their favourite whodunits. In business now for 20 years, owner Linda Wiken echoed the sentiments of her peers. Focus on the customer so they feel they're going to see friends instead of simply purchasing a book. Also, it helps that she fills a specialty niche in a city of sleuths.

"I don't think that I'm losing a lot of customers to Chapters because I'm a specialty store. Our staff is knowledgeable, we have an extensive book list, and we concentrate on what our customers want," she said.

"It's more of a concern with the non-book stores like Costco, but I don't feel there's too much danger. Business has been increasing every year for the past 10 years."

Every staff member loves a good mystery, she said. In fact, there are a couple of ex-librarians who are about as knowledgeable as any good gumshoe. Area writers are also good drawing cards.

"There is such a base of local mystery writers here. We have two launches planned for this year. Everyone has a good time meeting the authors and mingling and talking about their favourite books.

"I like to try new things. I enjoy going out in the community and meeting people. They ask about our authors, if they can meet them, and what we're going to have going on at the store. And, it's a fun thing to do."

By Scott Taylor

scott.taylor@transcontinental.ca