In search of the reader: the role of bookstores in the city of Milan.

Abstract

This paper aims to provide an overview of the bookshop activities present in the city of Milan through the analysis of a sample of 50 bookshops who made themselves available to answer a questionnaire. Moreovers, fundamental for the research were the data provided by AIE, ALI and Chamber of Commerce. Survey was born out of the desire to enhance not only the cultural but also the social relevance of bookshops, especially in a large and active city like Milan, the center of publishing in Italy and with reading rates above the national average. In an era in which there are many different channels through which to purchase books, it is legitimate to ask how the ancient job of the bookseller can survive. Furthermore, the pandemic has certainly contributed to changing the composition of distribution channels, causing exponential growth in online stores and a significant reduction in bookshop sales. Despite this, as early as 2021 there has been a recovery of physical bookstores, which maintain the primacy among sales channels.

The responses to the questionnaire provided very interesting results on Milanese book activities. First of all, it was possible to place the participating bookstores from a chronological and geographical point of view. The survey also made it possible to identify the main characteristics of the bookstores involved and any changes in sales mechanisms following the pandemic, examine their promotion methods and the services offered to customers and find out their interest in organizing or participating in cultural events. The Milanese book offering is certainly very varied and suitable for readers of all types. If we can definitely say that each bookshop is a unique reality, we cannot fail to recognize a common denominator in all of them: the passion of the booksellers who animate them and the attention they pay to customers, trying to assist and advise them in the best possible way