Tag: manhattan

The Struggle for a Strand of Independence

StrandAn icon of New York City and a refuge for book lovers, Strand Bookstore is a mecca for all things books. The Strand is one of the largest bookstores in America and makes millions of dollars every year, something that other indie bookstores only dream of. But as the expression goes, fame and money change a person, and the Strand is no different; the Strand now covers an entire city block and three floors, larger than some chain bookstores. The Strand’s history and tradition is rooted in the mystique and comfort of the small bookstore. But its present is faced by a “corporatization” in its management and treatment of both new and decades-long employees. Can an independent bookstore still be considered “independent” when it merchandises and makes as much yearly profit as the Strand does? The Strand is a bookstore that can only exist in New York (or any large, major city, but not Nowhere, Kansas). As much as it tries to be a bookstore for everyone, it is ultimately a niche New York bookstore which reflects the city it inhabits in the way it operates.

“New York is made up of millions of different people, and they all come here looking for something,” writes Lindsey Kelk in her novel I Heart New York. Perhaps she’s right. New York City is known as one of the greatest cultural centers of the world, offering spectacles of history and art for both residents and tourists. However, not all of the city’s gems dazzle. The Strand is one that attracts certain types of people – the ones that seek to dig their teeth into a book. Lucky for the Strand, many New Yorkers are avid readers.

View Larger Map

In fact, the Strand is located in an impeccable location for New York, as demonstrated in the above map. It sits at the intersections of East Village, West/Greenwich Village, NoHo and the Flatiron District, home to many different types of people. Though this area struggles with gentrification, it still remains a cultural ground zero. It’s close to New York University as well as other centers for academia, coffee shops such as The Bean, restaurants, antique stores, and poetry and music venues. In that regard, the Strand imitates this diverse area, stocking all types of books, (seriously, 18 miles worth) for all types of readers. The Strand is an integral part of the many communities it brings together in a place “Where Books Are Loved” (Strand). Pictured below are charts describing different demographics of the neighborhoods, which can be enlarged by clicking on them.

East Village education levels

Greenwich Village diversitymedian household incomes

 

At the intersection of diversity, the Strand has capitalized on its residents’ desire for uniqueness. People love New York because it possesses a type of peculiarity, and the same principle applies to bookstores. You could go to a Barnes & Noble in New York City, but what would be the point when there’s one back home? Plus, some consumers regard chain bookstores as too standardized and un-homey, while others enjoy the consistency and are indifferent to friendly atmospheres. Edward Relph, a geographer, states that “a communal identity is strongly connected to a particular landscape” (Miller 110). In an area such as New York City, the Strand must bend to fit the desires of as many people as possible while simultaneously trying not to overstep the bounds and draw others away. The store is attempting to create an identity that everyone in its surrounding “landscape” can enjoy. But how did the Strand get to become an almost Wal-Mart-esque bookstore in the middle of the historical melting pot of America? Like this city, have its roots been buried by this corporatization?

Many would be surprised to learn that the Strand started out as one of many small, independent bookstores located on 4th Avenue, known as Book Row. Founded by Benjamin Bass in 1927, the Strand was a part of the “six blocks from Union Square to Astor Place in Manhattan, a corridor of three dozen shops selling used books” (The New York Times). Other significant moments in the Strand’s history can be seen in the timeline above. Exploring the shops could take over a week, as there was much to see and many books to buy. Unfortunately, the temperament of the store owners was not as pleasant as the shops they owned. “I think what happened to Book Row” says current Strand owner Fred Bass, “is that it was run by a lot of interesting, strong, self-centered individuals, including my dad.”

Laura Miller writes in her book Reluctant Capitalists that “a bookseller’s judgment about what books to carry and sell is shaped by the extent at which she sees herself as rightfully taking an active role in guiding the reading of her customers” (Miller 55). It’s increasingly obvious that most of the booksellers on Book Row did not subscribe to this role, as seen in the above video. “The sort of thing that goes on now at Barnes and Noble, where they give you service with a smile and have coffee,” says Marvin Mondlind, the estate book buyer for Strand, “old Book Row people would have just scorned the whole thing. ‘We’re selling books here, and if people don’t want old books we don’t want them here.’”

The original Book Row
The original Book Row

The days of Book Row have ended, and now there are less than ten used bookstores in New York City. However, Benjamin Bass did not partake in the snobbery of his bookselling peers. Bass was “twenty-five years old when he began his modest used bookstore. An entrepreneur at heart and a reader by nature, this erudite man began with $300 dollars of his own and $300 dollars that he borrowed from a friend” (Strand). Unlike his fellow bookstore owners who would throw customers out of their shops for no reason whatsoever, Ben “created a place where books would be loved, and book lovers could congregate” (Strand). He hired his teenage son, Fred, to start working at the store, where he too would develop a love for the book trade. After serving a tour in the Armed Forces, Fred returned to the Strand and eventually took over the business when his father retired. Like Christopher Morley, Fred Bass seems to consider it his “duty and a privilege” to sell books (Morley 46). This strategy of inclusiveness to the customer can be pointed to the Strand surviving in a shifting landscape that caters to the customer.

strand the-strand12th-Strand-4

 

 

Why did the Strand start to become more like the Barnes and Nobles other independent bookstores so actively shied away from? Like a big-box store, tables are stacked with merchandise, the Strand’s famous totes and souvenirs line its walls, and books are scattered throughout the store and on towering bookshelves. The first floor acts as a public sphere and is usually crowded with a line stretching from its registers. Due to the nearly ceiling-high bookshelves, this floor’s layout does not encourage heavy traffic flow beyond the front of the store. Others may travel to the back of the store, in search of a particular book. Whatever scenario, the first floor of the Strand is a space with convenience and a purpose. Pictured below is the layout of the first floor.

J. Levine Judaica: An Organized Chaos of Memories and Passion

My first conscious memory of collecting began sometime in my early childhood when Kellogg’s graciously gifted me a shiny, blue Hot Wheels car at the bottom of my Frosted Flakes.  “Collect them all!” the box advertised, successfully convincing my sister and I to eat our way through box after box of sugary corn flakes in the quest of a new toy.  Perhaps it was my fascination with miniature objects or the lure of new Hot Wheels, but either way I was determined to have them all.  Walter Benjamin would describe this hoarding as a “passion [bordering] on the chaos of memories” (Benjamin 60).  For Danny Levine, a fourth generation at J. Levine Books & Judaica, his collection of memories is nearly 125 years in the making.  From its origins in Europe to its current location in vibrant Manhattan, J. Levine Books continues to passionately serve the their customers, inviting them to browse their own carefully crafted collection.  Although its bright and busy storefront advertises the prominent role it plays in serving the Jewish community, the interior of the store reveals a much more complex nature, one where importance is placed on family and maintaining tradition.

Levine’s emphasis on the importance of family can be seen in an analysis of the store’s floor plan.  Below, you’ll find a replica of the merchandise layout, courteously provided by Danny Levine.  In order to see how J. Levine’s focus on tradition and memories is evident throughout their store, follow the arrows below, making sure to hover over the sections with red circles.

Like any great collector, J. Levine organizes their products in a specific way, allowing customers to get the most out of their experience.  From its perch on 5 West 30th Street, it’s immediately obvious to any passersby that J. Levine celebrates and upholds Judaism.  Coming in the front door, a window display features a large, inflatable menorah and mannequins dressed in traditional Jewish garb posed next to more traditional Jewish collectibles.  Behind all this, a life size photo of Danny Levine, his arms spread out in an opening embrace, welcomes visitors to the store.  It’s clear that J. Levine poses itself as an oasis for the Jewish community, one where everyone can feel welcome and wanted to create their own tradition and memories.

Danny’s passion for family and the memories associated with his store were apparent to me when I spoke on the phone with him a week before publishing this post.  Although I do not practice Judaism, nor was I interested in buying anything when I called the store, he was genuinely excited to help me with my research.  Though our conversation only lasted a few minutes, it was obvious to me that his store means a great deal to him.  His lineage is a source of pride for him and his family, and the layout of the store emphasizes this familial passion.

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Artwork featured at J. Levine

Entering the front door, one is instantly greeted with tables of art and gifts.  Here, the customer is able to peruse adornments and trimmings for their home that serves as a reminder of Judaism’s rich past.  Just to the left of these tables hangs Mezuzahs, parchments inscribed with specific Hebrew versus from the Torah, a physical symbol of a family’s faith.

Down this same wall are the shelves holding candlesticks and Kiddish cups.  By following this path, it’s easy to notice what the products have in common: they’re all to be used by a family.  The art and collectibles, Mezuzah and Kiddish cups are meant to be enjoyed and utilized by multiple people.  With these products, the Jewish faith becomes celebrated.  Following the path, you’ll next pass by a bookshelf housing Seasonal and New Judaica.  Located in the middle of the store across from the Kiddish cups and candlesticks, these are the first set of books you encounter in the store.  From there, the next section includes books on Hebrew, Kids, and Kabbalah.  In the back, Women and Jewish Law reside.  Directly behind them is the Ketubah Center and Simcha, a place where couples are able to get what they need to begin their new journey in life together.

The categories all appeal to a desire for a need or knowledge in specific branch of Judaism, a contrast to the more general items in the front.  Opposite them, Bibles, Prayer Books, Toys, and History line the wall, with Talits and Kippots further down.  Finally, having come almost a full circle, cookbooks and Introduction to Judaism appear on your right while the register appears on your left.  Interestingly, the first set of books the customer reaches are meant to introduce and expose the reader to Judaism as a whole.  The books towards the back of the store become increasingly more specific, beginning to shy away from the family and focus more on the individual.  However, nearing the end of the path the focus shifts again, redirecting the emphasis back to the familial unit.

W30th-5-J.LevineBooksJudaica-11-EP
Even the furry family member can shop at J. Levine

Levine operates under an organized chaos; shelves are brimming with books, tables are buried under home goods and art. Memories from the past 120 years are apparent in every corner. Following the store through the path above, the customer is first shown items representing the importance of the Jewish family.  Kiddish cups and Mezuzahs are physical reminders and vestibules for making memories, and New Judaica reveal a frontlist, enticing consumers to add the new and fresh to their existing collection.  The back of the store can be seen as the opportunity to express oneself, adding fresh material to the Jewish community.  Including subjects such as Women, Jewish law, and Children allows J. Levine to serve a diverse clientele, one where any denomination of Judaism can feel welcome.  At the end of the path, tradition and family makes itself apparent again.  Kippots and cookbooks reinforce the passion J. Levine has for family values and tradition through the physical act of following Jewish customs.  Although the store is small, it is packed with memories, allowing consumers a place to become as passionate as J. Levine about their Jewish heritage.

Tim Cresswell claims that “place is not just a thing in the world but a way of understanding the world” (Cresswell 11).  At J. Levine, visitors are able to recognize the passion the store has for family and tradition and learn about Judaism, whether it be a general concept or a more detailed branch of the religion.  Analyzing the floor plan of the store allows us to understand the construction of memories and the importance of family in Judaism.

I no longer remember what became of those Hot Wheels cars I was determined to have so long ago, and perhaps its for the best.  Collections lose their meaning once passion is lost, and I would no longer have any use for them.  An undying passion for family and memories is what has allowed J. Levine to flourish for over 120 years, giving them a place where their customers are able to celebrate and understand Judaism.

 

Sources

Floor plan

Courtesy of Danny Levine and powered by ThingLink

Images

Artwork and Furry Family Member, http://sideways.nyc/2013/09/j-levine-books-judaica/

Images appearing in floorplan, http://sideways.nyc/2013/09/j-levine-books-judaica/ and http://www.levinejudaica.com/catalog/index.php

Sites

Danny Levine and J. Levine Books & Judaica, http://www.levinejudaica.com/catalog/index.php

Texts

Benjamin, Walter.  Illuminations.  New York:  Schoken Books, 1955.

Cresswell, Tim.  Place:  A Short Introduction.  Malden, MA:  Blackwell Pub, 2004.

 

A Strand Vertically Divided

strandThe Strand Bookstore stands tall at 828 Broadway at the corner of East 12th Street, Manhattan, showcasing some aspects of its vast book collection from its sidewalk, leading passersby into its interior space. As customers enter through the Strand’s doors, they are surrounded by its cluttered inventory of books and merchandise. However, not all floors of this bookstore are as sensory-overloading as its first. The different levels of the Strand are physically as well as metaphorically divided between its three floors and basement.

Upon entering the Strand, consumers are met with a room filled to its brim; tables are stacked with merchandise, the Strand’s famous totes and apparel line its walls, while its books appear both on tables scattered throughout the store and on its towering bookshelves, located at the middle and back of the space. Offering an array of books and products, the first floor acts as a public sphere and is usually crowded with a line stretching from the registers. The space is readily accessible by tourists who are interested in purchasing souvenirs or city guidebooks, both of which are conveniently located in the front of the store. Due to the nearly ceiling-high bookshelves which block the views behind them, this floor’s layout does not encourage a heavy flow of traffic beyond the front of the store. Others may travel to the back of the store if they are in search of a particular book. Whatever scenario, the first floor of the Strand is a space with convenience and a purpose. Pictured below is a map of the first floor. Hovering over the image gives further details of the space.

Screen Shot 2015-03-11 at 10.25.24 PMOn the left side of the store are stairs, which lead to the basement and the second floor. The basement contains nonfiction books and bargain books. The second floor is home to the “children’s corner,” young adult, and art books, such as graphic novels and comic books (Strand). Less cluttered and crowed by both merchandise and people, his space emits a kid-friendly environment. Due to the floor’s specific genres, those who are interested in art books or families interested in children’s literature are its target audiences. Children’s events, such as “story time” and character visits are held in this space, which adds to its intimate and accommodating atmosphere to specific audiences.

Traveling to the top of the Strand ladder, the third floor is home to the Rare Book Room, only accessible by elevator. An airy loft-like space with original wooden flooring from 1901, this room can be compared to a living room or library in one’s own home. Using this spatial metaphor to examine the arrangement of the room, it is obvious it is a space that fosters privacy and relaxation, catering to book lovers. Bookshelves line the walls, and tables are scattered throughout the room. Signed copies, rare sets and bindings and limited editions are just a few types of the rare books that the Strand offers. While there is some merchandise, the inventory on this floor is quite limited compared to the first. Large leather chairs are in a corner of the room, inviting customers to sit and peruse over the books they have found. In the back corner of the room, an alcove is situated with two encompassing bookshelves and a window with draping curtains, which reinforces the Strand’s encouragement for customers to take their time and feel at home. These aspects of the room and others can be further explored by hovering over the floor map below.

Since the Rare Book Room is only reachable by elevator, those who visit this floor choose to do so in a deliberate manner. As customers step into the elevator, they literally rise above the chaos and crowd that encompasses the first floor. The employees of the third floor are trained and knowledgeable of the current rare book inventory, and in this less cluttered and more comfortable space, they are more easily approachable and accessible to customers. Obviously, the rare books are more expensive than the other books in the store. The top floor of the Strand symbolizes literary supremacy – that is, it is both physically and metaphorically situated above the other floors. Screen Shot 2015-03-10 at 9.53.42 PM Screen Shot 2015-03-11 at 9.58.43 PM Pictured above are two photos of the Rare Book Room accommodating parties and events. According to the Strand’s website, “We invite you to rent our rare book room, either to please or to educate, or to explore the worldly issues of the day” (Strand). Under these guidelines, the room must be used for specific educational/literary events. This reinforces the Strand’s ability to design the third floor as an intimate space of knowledge, just like a room in one’s own home. To borrow an insight from Jack Perry about space, he writes of Scribner’s Bookstore, “The bookstore’s old wood, it’s high ceiling, the feel of the leather volumes…made us feel at home, convinced us that literature was alive…” (Perry 107). This notion can be applied to the space of the third floor of the Strand. Not only does its layout and decor make customers feel at home, but its selection of rare books holds greater implications. These books have history and value that the mass-produced best sellers on the first floor do not. The rare books alone offer an aura of uniqueness, personally connecting to each customer. The Strand’s physical space can be read just like a book. Separated by floor, it is important to note how the store’s inventory differs. To further explore this idea, Bruno Latour notes that the origin of the word “thing” has a strong connection with quasi-judiciary assembly. He writes, “A thing is, in one sense, an object out there, and, in another sense, an issue very much in there…a gathering…the same word thing designates matters of fact and matters of concern” (2288). The mass-produced merchandise and inventory located in the basement, first and second floors are merely objects with no sentimental attachments. However, the third floor holds things: rare books that are matters of concern, as well as events, or gatherings, that must foster knowledge in some way. The store’s spatial narrative shows how each floor is specifically designed for different groups of people. How would the Strand’s narrative change if its inventory of objects and things were changed and displayed on different floors?

Sources

Maps: http://www.thinglink.com Interactive Rare Book Room Map Photos: Raymond Pettibon. http://images.complex.com/complex/image/upload/t_article_image/ktdfoh94el5epgjon2ob.jpg Rare Books. https://meganrudloff.files.wordpress.com/2015/03/img_6572.jpg Alcove. http://dgvcms2011.gestalten.com/sites/default/files/imagecache/dgv_2011_news_col2/wysiwyg_imageupload/25/strand1_2014.jpg Chairs. https://meganrudloff.files.wordpress.com/2015/03/image-17.jpg Corner of the Room. http://www.strandbooks.com/resources/strand/images/uploads/Styles/RentRareBooksSlider/rbr1.jpg “Books We Love  Under $50.” http://www.weekendnotes.com/im/009/08/rare-book-room1.JPG Checkout. https://meganrudloff.files.wordpress.com/2015/03/image-5.jpg Elevator. http://s3-ec.buzzfed.com/static/2015-01/16/14/enhanced/webdr11/original-32118-1421437794-8.jpg Mystery & Sci-Fi. https://meganrudloff.files.wordpress.com/2015/03/img_6572.jpg Fine Bindings. https://meganrudloff.files.wordpress.com/2015/03/img_1740.jpeg https://farm5.staticflickr.com/4081/4795876570_cd055671ed.jpg Glass Case. http://assets.nydailynews.com/polopoly_fs/1.1586713.1390332485!/img/httpImage/image.jpg_gen/derivatives/article_970/strand12f-3-web.jpg Interactive First Floor Map Photos: Event Advertisement. https://meganrudloff.files.wordpress.com/2015/03/image-28.jpg Outside. http://cdn.frontpagemag.com/wp-content/uploads/2013/11/Strand.jpg Merchandise. https://thepennilesstraveler.files.wordpress.com/2013/08/dsc_4668.jpg $1 Outside Books. http://cdn.c.photoshelter.com/img-get2/I0000MFDJxYi4cew/fit=1000×750/special-booksale.jpg Fiction. http://kirbc.com/wp-content/uploads/2011/06/IMG_0629_SML.jpg Americana. http://blogs.baruch.cuny.edu/dollarsandsense/files/2014/06/strand-11.jpg http://www.travellingshopaholic.com/wp-content/uploads/2013/04/nyc2.jpg “Expand Your Horizons.” https://erinontherundotcom.files.wordpress.com/2014/09/strand_inside_erinontherun.jpg Cookbooks. http://p-fst2.pixstatic.com/5245a4cf697ab00ee0001f74._w.375_h.500_s.fit_.jpg “Sell Your Books Here.” https://meganrudloff.files.wordpress.com/2015/03/image-30.jpg Events. https://meganrudloff.files.wordpress.com/2015/03/image-28.jpg In-Text Photos: Strand Totes. http://media-cdn.tripadvisor.com/media/photo-s/03/fb/ef/8c/the-strand-bookstore.jpg Children’s Section. https://instagram.com/strandbookstore/p/xpay6IOT0Y/ Rare Book Room. https://instagram.com/p/zVl4riuTwb/?modal=true Rare Book Room Event. http://www.strandbooks.com/resources/strand/images/uploads/Styles/RentRareBooksSlider/rbr6.jpg https://instagram.com/strandbookstore/p/0GtAmcOT3C/ Website: www.strandbooks.com Text: Latour, Bruno. “Why Has Critique Run out of Steam? From Matters of Fact to Matters of Concern.” Norton Anthology of Theory and Criticism (2010): 2277-293. Web. Perry, Jack. “Bookstores, Communist and Capitalist.” The American Scholar 55.1 (1985): 107-11. Web.

American Dream Comes True in Manhattan: Humble Beginnings to Thriving Bookstore in Midtown

3generations
Danny Levine – 4th Generation, Shawn Levine – 5th Generation, Seymour Levine – 3rd Generation

Back in 1890, Hirsch Lany, a religious scribe in Lithuania began the company now known as  J. Levine Books and Judaica. He distributed copies of the Torah and religious articles in Europe before immigrated to New York City’s Lower East Side, in 1905 where he started what would become a thriving family business spanning over one hundred and twenty years, and five generations.

The store is still, first and foremost, a family-run business. The employees introduce themselves not only by their name, but also their generation. It’s a small personal touch, but communicates to visitors a much more personal atmosphere when stepping into their store. They have also implemented this into their website and social media outlets to further convey this sense of closeness with customers no matter how far away they may be. This sense of family and tradition conveyed by the store assists customers in being included not only in the history of their family, but their “place” as well.

Lower East Side c. 1900s
Lower East Side c. 1900s

Their store is located in Midtown Manhattan, a booming metropolis of tourist attractions and international business; although, that isn’t the company’s original location. They started out on the Lower East Side of Manhattan, in 1905 and remained at that location until the opening of their Midtown location in 1986. Today, New York City’s Lower East Side is much more up-scale than it was in the early 1900’s. As Tim Cresswell writes in Defining Place, “towards the southern tip of Manhattan and to the east of center is an area – a place – known as the Lower East Side. This is an area which has been known as a place of successive immigrant groups – Irish, Jewish, German, Italian, Eastern European, Haitian, Puerto Rican, Chinese.” Cresswell also explains how  a sense of place is dependent on the changing history and general feel of a location, but its the social and economic history as well. The history of a “place” changes as time goes on, although it helps to shape the historical foundation of the location that its in.

Additionally, an article entitled Jewish Bookstores of the Old East Side, by The Spectator was published in 1906 which discussed Jewish and Yiddish literary outlets in the Lower East Side of Manhattan. Admittedly the article is extremely biased and makes use of popular stereotypes of the time; however, it gives some helpful insight into the neighborhood dynamic at the time. In a small introduction produced by The Book Peddler, the publishing magazine this article was reprinted by, the reader is told that “the Lower East side harbored more bookstores per capita—and more people ready to talk about books—than any other neighborhood in New York! Reading his account, it is little wonder that 86 years later so many Yiddish bookstores are still to be found among the heirs of the original immigrant population”. These heirsjudaica_book_news2 populating the area J. Levine and Judaica started in were heavily “bookish”. The article goes on to describe the neighborhood as a primarily Yiddish speaking community, so the prevalence of books in the language  were primarily found in this part of New York.

Literature was made more accessible to those speaking Yiddish at the time, and it wasn’t all Jewish. Certain stores had Shakespeare, Tolstoy, Voltaire, Dante, Shelley, etc. There were, of course, religious texts, but the Jewish community at the time was more interested in the availability of texts in a language more widely understood than English in an immigrant community. There is still a large Jewish community in New York City today and although it is no longer on the Lower East Side, and J. Levine and Judaica is no stranger to it. Throughout their history they have worked with their community to help wherever needed, even in providing textbooks to schools. J. Levine and Judaica added books as a way to spur more business, although with book sales dropping somewhat in recent years, they have taken the backseat to their Judaica items in the store.

As times have changed, so must business tactics. J. Levine Books and Judaica began as a continuation of Lany’s work abroad, but with the addition of his son-in-law, J. Levine, it soon expanded to include a variety of different products including embroidery and sewn religious articles. More recent generations have included the implementation of more “modern” products and patterns including singing dreidels, and Mickey Mouse Yarmulkes. On their website they provide a documentary of their store which demonstrates how they’ve moved through the years and many advances they’ve made:


J. Levine Books & Judaica Documentary

The history of their store hit a bumpy road with the addition of online competition, from large companies like Amazon.com. J. Levine Books and Judaica had no choice but to join the 21st century, and have done so successfully with over thirty thousand items on their online store, and three social media outlets They have been able to change and adapt with the times. In an article by The Jewish Week, J. Levine Books and Judaica is said to have changed for modern times to stay afloat “like many traditional bookstores, J. Levine is wrestling with an adapt-or-die reality as it competes with online mega-booksellers such as Amazon. The brick-and-mortar shops have developed a variety of strategies to stay profitable and deal with declining book sales,” (Sales). In this article, Ben Sales also states that from 2000 to 2005 their sales dropped by eighteen percent due to the emergence of Amazon.com. Fortunately, they bounced back with an online store, and strong social media presence. Throughout the history of their store, they’ve adapted in order to stay in the game.

In the timeline below I’ve highlighted the ways J. Levine Books and Judaica has changed and adapted over the years to attract more business and to adjust for more contemporary times.

The most recent addition to the store’s management, fifth generation Shawn J. Levine has been instrumental in their online presence. In the documentary listed above, he articulates that although they have a great number of items available on their online catalog, they are still hoping that people will be wiling to come into their store and have more of a face-to-face interaction.

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From Left to right: David Levine, Shawn Levine, Logan Levine

J. Levine Books and Judaica accomplished what only a fraction of the immigrants having come into the country from Ellis Island were able to. They attained the “American Dream”. An immigrant man moving to New York City to be a successful religious book distributor, ends up beginning a multi-generational family business still centered on their religious ideals. Today, the store has been featured in The New York Times, AP articles, Wall Street Journal, CNN, and YouTube. Now under management of fifth generation Shawn J. Levine, with the help of his father David, the store is headed for nothing but success. In the picture to the right from left to right are David, Shawn, and his daughter sixth generation Logan. Who knows what Logan’s generation will have to bring to the business!

 

 

 

 

 

 

Sources:

Books/Articles: 

Cresswell, Tim. Place: A Short Introduction. Malden, MA: Blackwell Pub., 2004. Print.

“Jewish Bookstores of the Old East Side.” The Book Peddler; Newsletter of the National Yiddish Book Exchange (n.d.): 20-23. Rpt. in Brandels University Libraries ILL. 17th ed. N.p.: n.p., Summer 1992. Print.

Websites:

J. Levine Books and Judaica
http://www.levinejudaica.com/catalog/index.php

J. Levine Co.A Modern Tradition “JUDAICA BOOK NEWS”, 1981″
http://www.levinejudaica.com/catalog/moderntraditions.html

 

Images:

J. Levine & Judaica 3 generations
https://www.facebook.com/Levinejudaica/photos/a.10151070103493392.439587.43626378391/10151070103528392/?type=1&theater

J. Levine Co. Photo
http://www.levinejudaica.com/catalog/moderntraditions.html

NYC Lower East Side c. 1990s
http://commons.wikimedia.org/wiki/File:Mulberry_Street_NYC_c1900_LOC_3g04637u.jpg

Shawn & Daniel Levine
http://www.levinejudaica.com/catalog/index.php

 

Video:
J. Levine and Judaica Documentary (Youtube)
https://www.youtube.com/watch?v=qAzpIgYtk9k
Timeline:
created on dipity.com
http://www.dipity.com/ekstranda/J-Levine-Books-Judaica/

 

 

 

 

J. Levine Books: An Appreciation of the Past

Since the dawn of time humans have always had a fascination with predicting the future.  We’ve employed a plethora of techniques, some more credible than others, in our quest of determining the undeterminable.  Chain and independent bookstores have been subjected to this treatment, scrutinized and analyzed by the literary elite in the hopes of cracking the code in determining which one will come out on top.  It’s a boxing match; each side dancing precariously around the ring, throwing lithe right hooks while simultaneously trying to dodge injury.  J. Levine Books & Judaica has seen its own time inside the ring and has remained relatively unscathed.  With Amazon and other big named bookstores carrying Judaic sections, they’ve maintained their helm as the premiere supplier for the Jewish community for over 125 years.  Although we may not know the future of J. Levine, understanding its extensive history will at least help us appreciate its present position in the book industry.

 

Having an independent bookstore nestled on the main street of my sleepy college town, a Barnes and Noble in the next town over, and the power of Amazon at my fingertips, I am given a variety of options for all my literature needs.  Personally, I find myself drawn to the independent, brick-and-mortar bookstore.  Diving through a bin of dog-eared titles with ridiculously inexpensive price tags feels like something out of an Indiana Jones movie, searching laboriously for the Holy Grail of pen-and-ink classics.  The customers of J. Levine Books & Judaica often find themselves on a similar mission, sifting through the wide variety of merchandise in search of a new read, dreidel, or Ketubah L’Chaim for their upcoming wedding.  While most of the store’s customers are either Jewish or in the process of converting to Judaism, the store’s diverse merchandise offers those who do not practice the chance to explore the religion and understand it fully.

J. Levine’s origins began in Europe, in the small nation of Lithuania, where Hirsh Lany acted as a distributor of Torahs and other religious articles. Finally in 1905, due to the depletion of the Jewish community, Lany moved his family and business to the Lower East Side of New York, continuing to distribute his products. Lany could not have picked a better home for his company: the Lower East Side at the turn of the century was quickly turning into the capital of Jewish America.  Businesses, libraries, places of worship and entertainment were all run by members of the Jewish community, solidifying its niche in the city as a cornerstone of religious diversity.  Traveling to the Lower East Side in 1905 could not include at least one interaction with a Jewish business owner, resident, or consumer, as it held the greatest concentration in Jewish life the world had seen in almost several centuries.

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The Lower East Side, 1902

 

The Lower East Side’s culturally diverse population during this time was a direct correlation of its overall size.  More than 700 people occupied an acre, making it the most crowded neighborhood in the world at the turn of the twentieth century.  As a result, health standards were at a minimum, clean water was scarce, and thieves and con artists ran ramped.  However, it is clear that J. Levine found economic success even in such unfavorable conditions.  Their products created a connection between the new and old world, allowing the readers to loose themselves in the text before them, shutting out the hustle and bustle and streams of raw sewage in the streets of the Lower East Side.

judaica_book_news2
J. Levine at its Lower East Side location

Despite the less than savory living conditions, the store’s first major change began in 1920 when the second generation of Levine included embroidered and sewn religious articles in his inventory.  This shift in inventory marked the store as a major manufacturer of embroidered products.  Although subtle, this change became a stepping stone for other improvements and additions.  The 1940s also brought change to the store; the third generation expanded J. Levine into a sort of department store for the Synagogue, school, and Jewish community.  Here, their first attack on their competitors began, allowing them to grab the upper hand in the fight to maintain their stance and expand their clientele.

J. Levine Judaica saw its biggest change when it moved its store location from the Lower East Side to Midtown permanently in 1990. Danny Levine, the fourth generation of this illustrious book selling family, was the major motivator behind the move. Midtown, the heart of Manhattan, offered the Levines the opportunity to further expand their business, now easily accessible to tourists and locals alike, thanks to its location just off 5th Avenue.  Here, while they were no longer in the heart of the Jewish Lower East Side, J. Levine was still able to encompass the nostalgia of the community by expanding their merchandise yet again to include items such as toys and videos.  Danny Levine could not have picked a better or location or timing for the move.  Just before the turn of the century Midtown was faced with a boom in terms of commercial success; facing a redevelopment itself, the neighborhood found itself in possession of bringing in more business that would appeal to its characteristically slightly reserved and tourist driven population.  The new store was within walking distance of the Lower East Side but now in the heart of a highly trafficked neighborhood housing Times Square and the Empire State Building.

Times Square, New York City

With the new millennium quickly approaching, J. Levine began to incorporate even more items reflecting the changing styles and technology of America.  Their inventory started including everything one would need to host a Jewish wedding or bar mitzvah, in accordance to their religious text.  To serve an even greater area, Danny Levine produced the catalogue “Living Jewish:  The Ultimate Judaica Buying Guide,” highlighting the store’s unique products marketed towards clients near and far.  And, with the age of the Internet upon them, the Levines expanded even further, “opening” a second location on the Internet.  Since branching online, J. Levine has seen a 20 percent increase in sales and increased traffic to its website, thanks to the aide of Google.  Their Made in Israel Store tab offers a variety of items produced and imported from the country.  Without even leaving America, one is able to discover a different part of the world simply by visiting a local, independent bookstore.  As I detailed in my previous post, J. Levine is now situated in the center of an ethnically and commercially diverse neighborhood, not unlike the one it started in a century prior.

J. Levine Books & Judaica as it currently stands today

In his essay on defining place, Tim Cresswell shows us how places with “even bare essentials have history,” whether or not it is obvious or not (Cresswell 2).  The Levine family has put their personal mark on their own place, as Cresswell suggests, by transforming it with the edition of their own personal style, easily recognizable even in the bustling neighborhood of Midtown (Cresswell 2).  Through multiple renovations completed throughout the years and generational shift of owners, J. Levine has highlighted Cresswall’s claim that “place is not just a thing in the world but a way of understanding the world” (Cresswall 11).  Visitors to J. Levine learn not just from the books, but from the place they visit as well.  In this they have formed a community, one that Laura Miller defines as “[implying] social bonds based on the affective ties and mutual support” (Miller 119).  Even for me, someone who does not subscribe to Judiasm, can appreciate the fact that in the store I will learn about this particular part of the world I am not familiar with through the space it offers me.

J. Levine Books & Judaica entered into the vicious ring of bookstores nearly 125 years ago. Today, with the fourth and fifth generation of Levines at the helm, they’ve managed to make it past the first few rounds of the match, dodging the attacks of the chains and dominating force of Amazon, even managing to throw a few hits themselves. While the fight between bookstores is not likely to end in a knockout, holding one’s own ground is imperative.  The exploration of the past and the speculation of the future are important in understanding the importance a place has on the present.

 

Sources

Images

Made in Israel Store   http://www.levinejudaica.com/catalog/?cPath=37_112

Lower East Side, 1902 http://www.loc.gov/teachers/classroommaterials/presentationsandactivities/presentations/immigration/polish6.html

J. Levine  http://www.levinejudaica.com/catalog/index.php

Maps

Google Maps:  Times Square, New York City, J. Levine Books & Judaica

 

Websites

Manhattan NY Bits  http://www.nybits.com/manhattan/

J. Levine Judaica LinkedIn  https://www.linkedin.com/company/j-levine-judaica

Danny Levine LinkedIn  https://www.linkedin.com/pub/danny-levine/7/3b3/150

J. Levine Books & Judaica: In the Media  http://www.levinejudaica.com/catalog/in-the-media-i-18.html

Library of Congress, Immigration http://www.loc.gov/teachers/classroommaterials/presentationsandactivities/presentations/immigration/polish6.html

 

Texts

Cresswell, Tim.  Place:  A Short Introduction.  Malden, MA:  Blackwell Pub, 2004.

Miller, Laura.  Reluctant Capitalists:  Bookselling and the Culture of Consumption.  Chicago:  University of Chicago Press, 2006.

 

 

 

 

The Sole Survivor: From the Past and On Into the Future

 

Since it was founded in 1927, The Strand has had a track history of survival and does not seem to be going anywhere anytime soon. There is a statistic that says 70% of family owned businesses will fail in the second generation of family dissent and 50% in the third. (Rosen) However, The Strand, as a family owned business through and through, is one of those that seems it will succeed. Nancy Bass, the third generation and granddaughter of the store’s original owner, Ben Bass, now co-owns the store with her father Fred.

Nancy+Bass+Wyden+Fred+Bass+Aperture+Foundation+4q6-uj85fsCl
This photo of Nancy and Fred was taken at the Strand Book Store in New York City on November 19, 2008. (Photo by Andrew H. Walker/Getty Images)

The Strand first started out on the famous “Book Row” on Fourth Avenue, which over its course of time housed at least 47 other bookstores, stretching from Union Square to Astor Place. The bookstores along the avenue had their fair share of eccentric customers, as a 1944 article from The Saturday Evening Post explains. However, even the strangest of these customers found a home among the shelves of these many bookstores and were welcomed to stay and browse. Today, The Strand remains conducive to this type of bookselling environment. With 18 miles of books upon shelves, all are sure to find something interesting, even if they only end up dusting off its cover and continuing on. “People love this store because it’s a browser’s paradise. Those eight miles are now over 18, but the thrill of getting lost in the stacks persists,” writes Rachel Deahl from Publisher’s Weekly. Art Spiegalman, a loyal customer of The Strand calls the feeling of getting lost among the rows, “The Strand Stupor.”

Secondhand bookstores on Lower Fourth Avenue
Customers browse outdoor shelves of secondhand bookstores along Fourth Avenue. (Photo by Andreas Feininger)

Today The Strand is known as the sole survivor of Book Row. What has made the store so successful when so many others around it had failed, and continue to fail? The trick of the trade must run in the family. Fred Bass started working in the store alongside his father Ben at age 13, and later, after completing a tour of duty in the Armed Forces, took ownership in the year 1956. (www.strandbooks.com) Not too long after, Fred moved the store to it’s present main location on Broadway, where it now claims around 55,000 square feet of space.

Besides this massive location, The Strand also had an Annex located at 95 Fulton Street but presently, the location has been closed for about seven years. Many of its customers were surprised and upset to see the store go, as it was seen as more convenient and, to some, even friendlier than the main store. “The numbers just didn’t add up,” Bass said in an article in The Downtown Express. “It was a great store. We sold a lot of books. I’m sad to see the store going because it was doing very well, but given the circumstances it wasn’t worth it to stay in that location.” This only goes to show how delicate the balance is for bookstores, especially independent ones in areas where rent is pricey.

On nicer days, the store continues to have a few kiosks in Central Park and around the city for passers-by to peruse. The Strand is often called one of the most “beloved” bookshops in the city by New Yorkers and non-city folk as well. Throughout its history, it has been able to route its footing throughout the East Village community of Manhattan and beyond. While some previous customers and even previous employers claim that the store environment is not always the friendliest, it is hard to believe that a store so big would not have room, and a book or two, for everyone genuinely interested in books and reading.

Inwood-Academy-for-Leadership-Students june 6 2014
Fifth and sixth graders from the Inwood Academy for Leadership during a visit to The Strand on June 6, 2014. (Photo from www.strandbooks.com)

“…The transaction between the bookseller and the bookbuyer remains essentially unchanged as the free passage of ideas from the maker of them to the reader,” writes John Tebbel in the first chapter of A History of Bookselling in the United States. “As the middleman in this exchange, the bookseller is not only the conduit between author and audience, but in the conduct of his business he is in a position to influence that relationship profoundly, whether for good or ill.” This is something that co-owners Fred and Nancy Bass surely understand, and it was something that Ben Bass must have understood, too. In its almost 88 years of existence, The Strand has been able to establish a relationship with its customers and its community to ensure that it would be successful.strand_discountshelf_erinontherun

According to the 2010 census, close to 42% of the area’s population receives some type of financial help from the government. The Strand does not try to exclude these people. While their rarest of books can reach up to $45,000 in value, they have many books as low as $1, some of them located right outside of the store. They also have reviewers copies which go for 50% off their normal price. Nancy Bass claims that the store’s “most enduring aspect of the store’s success” is the good deals that a customer can find inside, or out. “Almost everything in the store’s discounted, some might even say cheap,” says Nancy Bass in a Publisher’s Weekly article from 2007. (Deahl)

“… The permanence of place and the mobility of capital are always in tension and places are constantly having to adapt to conditions beyond their boundaries,” states Tim Cresswell in chapter three of his book Place called “A Global Sense of Place.” Cresswell argues that this tension has driven the importance of a place’s identity into near obscurity, which is why chain bookstores and other businesses have become so popular and successful. The Strand has managed to keep its own unique brand and identity despite this. It did, however, begin to use technology soon after Nancy had become co-owner of the store. As so many other bookstores have developed an online presence, it was important that The Strand did, too, in order to keep up with competition.

Nancy introduced the online format for The Strand so that the store is able to continue establishing relationships with customers and its community, as well. Not only does the online format allow customers who feel uncomfortable or overwhelmed in the store setting to continue to buy books with more ease, it also provides the bookstore with a way to communicate an abundance of information about the store with its clientele. People in the community are able to rent out the bookstore for events and check the website to see what is already scheduled. In this way, the bookstore has become more than just a bookstore to its community. The online format has definitely helped to keep the store in business, as well. In 2006, around 22% of the store’s revenue was from online orders and in 2007 the percentage increased to around 27%. As online shopping has only become more and more prominent in the years since then and technology has only improved, it would be an agreeable assumption that the revenue from online purchases has only increased further.

Throughout its history, The Strand has been not only a bookstore but a cultural center where the always diverse city population could come and enjoy exploring through its many shelves, attend readings or book signings, and make purchases or sell their old books. No matter how the dynamics and population of the city had changed, the bookstore was there for its customers and ready to adapt to their needs. Today, the bookstore continues to be that place for the city’s inhabitants, and with the development of its online presence, for those outside of the city boundaries, too.

 

Sources

Text

Cresswell, Tim. Place: A Short Introduction. Malden, MA: Blackwell, 2004. Print.

Deahl, Rachel. “At 80, the Strand Feels as Young as Ever.” Publishers Weekly 254.22 (2007): 25. ProQuest. Web. 12 Feb. 2015.

Nawotka, Edward. “Eight More Miles Of Books.” Publishers Weekly 249.41 (2002): 25. Business Source Complete. Web. 12 Feb. 2015.

Rosen, Judith. “Passing The Torch.” Publishers Weekly 253.1 (2006): 20-21. Business Source Complete. Web. 12 Feb. 2015.

Tebbel, John. “A Brief Hisory of American Bookselling.” A History of Book Publishing in the United States. New York: R.R. Bowker, 1972. 7. Print.

Woodman, James S. “Stranded by Construction, Book Store Will Close Its Doors.” Downtown Express. Community Media LLC, 27 June 2008. Web. 15 Feb. 2015.

Websites

www.strandbooks.com

http://www.nyc.gov

Images

http://www.strandbooks.com/about-strand_event-photos/

http://www.zimbio.com/photos/Nancy+Bass+Wyden/Fred+Bass

http://www.downtownexpress.com/de_269/strandedbyconstruction.html

http://nymag.com/fashion/lookbook/34712/index2.html

https://nyhistorywalks.wordpress.com/tag/strand-books/

http://blibiomania.blogspot.com/2014/08/sebo-em-nova-iorque-second-hand-books.html

http://erinontherun.com/2014/09/

The Lone Surviving Strand Brings the Past to the Present

strand-1938
The Strand at its 4th Avenue location.

Imagine walking down 4th Avenue in Manhattan in the 1920s, gazing at some of the 48 used bookstores that line the street. Customers are browsing and chatting with booksellers both inside the stores as well as along the sidewalk, where piles of books are also displayed. While this description may seem absurd in today’s world of bookselling, it was very much a reality during this time period. This was Book Row, and from the 1910s to the 1960s, this six-block stretch that ran from Union Square to Astor Place in New York City represented the golden age in bookselling. Today, the Strand Bookstore is the lone survivor of the stores on Book Row. But why? What made the Strand continue to thrive while the other 47 stores ultimately failed?

The Strand was founded in 1927 by book lover Ben Bass (pictured to the left), 25 years old at the time, by using $300 of his own money and $300 that he borrowed from a friend. Bass began to fill the store’s ben-bass1inventory with his personal collection of books. The name of the bookstore was based upon a street bearing the same name in London, where book publishers thrived and the writers Thomas Carlyle, Charles Dickens, William Makepeace Thackeray and John Stuart Mill gathered to converse. Like the street in London, the Strand quickly became rooted in and connected to its community, where writers, scholars and book lovers visited to converse with one another (Strand).

Following in his father’s footsteps, Fred Bass began to learn the family book trade when he was 13. After a tour of duty in the Armed Forces, he returned to work with his father at the Strand, and eventually took over the business. In 1957, he moved the store just around the corner to its current space at 828 Broadway at the corner of East 12th Street, due to the family’s lost lease of its previous building.  The Bass family purchased this 3.5-story building in 1997 for $8.2 million after renting it for forty years. The family bookselling tradition continued when Fred’s daughter, Nancy, joined the Strand team after graduating college. Today, she co-manages the store with her father (Strand). Pictured below is a street view of the Strand in its present form. As you can see, its famous carts of books on the sidewalk have circulated into the present. Other significant events in the Strand’s history can be seen on the timeline above.

The Strand's slogan changed as its inventory progressed.
The Strand’s slogan changed as its inventory did.

Right from its start in the 1920s, the Strand connected with its surrounding communities: East Village, West Village, the Flatiron District and NoHo. Beginning by selling only used books at highly discounted prices, the store attracted the bohemian middle class, mainly college students at nearby New York University. Artists, actors and writers also inhabited this part of the city, adding to its bohemian vibe. Today, the Strand advertises its vast inventory with the slogan “18 Miles of Books,” claiming that if all of its books could be lined up, they would stretch to this length. As seen to the right, this was not always the slogan of the store. Once boasting “8 Miles of Books,” this shows the Strand’s development and success over its lifetime (Strand). Located in a highly cultured, academic area, the Strand was able to establish a solid customer base in these neighborhoods that continues to follow it to this day.

book-row-map
A map of Book Row.

Yet what about the other stores that operated along the street of Book Row? It’s as if the histories of the Corner Bookshop, Schultes Bookstore, Arcadia Bookstore and Fourth Avenue Bookshop, to name a few, seem to be buried deep in the past. In fact, many people (including myself before researching the topic) do not even know that Book Row existed – that 48 bookstores once inhabited one street that stretched six blocks. How could we forget about this massive hidden gem, especially since its location is famous for bookselling and publishing? While I don’t have an answer to this question, I think it is a very important one to explore. Even a quick Google search yields limited results, with only a few images and websites. With not even a Wikipedia page about Book Row, it seems as if it never existed at all. However, the Strand is the last living link that connects to this seemingly-forgotten era.

While the general importance of a bookstore is to supply the public with knowledge, the concept of a street full of dozens of bookstores suggests much greater implications. The video below offers a brief history of the Strand and other bookstores on Book Row. The video mentions a poem by Eli Seigel titled Hymn to 4th Avenue, which states, “In books, you’ll find what you are looking for./In books is that which makes existence more./Our hopes in life are often in an old book store.” Just these few lines show the positive implications that Book Row had on its surrounding communities. It was an accepting place where people strand-logo-books-loved-pantone-large-printfrom all walks of life could build relationships through literature. In his essay “Bookstores, Communist and Capitalist,” Jack Perry writes, “The bookstore…made us feel at home, convinced us that literature was alive, and left us with the uplifting feeling,” (107). This is the aura that Book Row had, and what the Strand continues to embody today. Another slogan of the Strand is “Where Books are Loved,” which suggests the store’s feelings towards its inventory run much deeper than those of a grocery store or super center. The Strand builds a trust with its customers by conveying an emotional attachment to its inventory of books.

However, one small part of Book Row still lives today, and it is very much alive and well. Noticing how the Strand was able to adapt and remain in motion showcases how it moved through time, relocating its social and cultural identity to the present. Christopher Morley’s essay “Escaped into Print” and novel Parnassus on Wheels offer interesting insights that may suggest the implications of this movement. As he describes the “first deep-sea bookseller” (“Escaped” 63) and a horse-drawn traveling bookstore (Parnassus), it is apparent that he believes the bookstore is constantly in motion. He writes that this movement enforces “how all these interlacing roots of association wind together” between literature, people and place (“Escaped” 64). With these ideas in mind, this suggests that even though Book Row no longer exists on the six blocks of 4th Avenue, this part of history hasn’t died – it has just been relocated into one single surviving bookstore. Perhaps the Strand acts as a symbol of Book Row, a place where book lovers can wander and explore down its narrow aisles of used books as they previously would down 4th Avenue. Like the street in London in which the Strand was named after, the bookstore continues to act as a border; a place where people can come together, take shelter and converse. The continued mobility and success of the Strand Bookstore attests to the notion that its past continuously flows into its present.

Sources

Photos:

The Strand on Book Row. https://nyhistorywalks.wordpress.com/tag/strand-books/

Photo of Ben Bass. https://nyhistorywalks.files.wordpress.com/2012/02/ben-bass1.jpg

8 Miles of Books. http://pds.exblog.jp/pds/1/200709/20/43/b0081843_19513188.jpg

Map of Book Row. https://nyhistorywalks.files.wordpress.com/2012/02/book-row-map.jpg

Where Books are Loved. http://levysuniqueny.com/wp-content/uploads/2013/06/strand-logo-red.jpg

Websites:

Forgotten New York. http://forgotten-ny.com/2009/01/four-shortened-manhattans-shortest-numbered-avenue/

The Strand Bookstore. http://www.strandbooks.com/strand-history

Downtown Express. http://www.downtownexpress.com/de_269/strandedbyconstruction.html

Video:

Book Row: The History of the Strand Bookstore with Fran Lebowitz. https://www.youtube.com/watch?v=-Wl9zhC-snY

Maps:

Google Maps: 828 Broadway at East 12th Street, Manhattan, New York

Timeline & Timeline Photos:

Dipity.com

Present-day Strand. http://indulgy.com/post/umVclvWRI1/the-strand-bookstore-great-mix-of-new-and-ol

Strand on Book Row. http://privatelibrary.typepad.com/.a/6a01156f7ea6f7970b0120a557bc76970b-800wi

Schultes Bookstore. http://wexler.vaesite.net/__data/ab4fe651f416237c04de0360edadcceb.jpg

The Strand Annex. http://3.bp.blogspot.com/_JGD4JBrmxRQ/SQCC-wAR-xI/AAAAAAAABAI/fLRDREdOvp8/s400/Strand+Book+Annex.jpg

The Strand Annex. http://s3-media4.fl.yelpcdn.com/bphoto/0tL7caJ2acIIDStF0bdjSw/ls.jpg

Black and White Strand. http://www.artistsguide.net/wordpress/wp-content/uploads/2014/09/strand-bookstore-new-york-city-old-rare-new-bookshops-nyc-music-biz-books.jpg

Fred Bass. http://www.newyorksocialdiary.com/legacy/i/partypictures/06_28_13/Fred-Bass.jpg

Strand Logo. http://levysuniqueny.com/wp-content/uploads/2013/06/strand-logo-red.jpg

Strand Rare Books Room. http://www.strandbooks.com/resources/strand/images/uploads/Styles/RentRareBooksSlider/rbr1.jpg

Text:

Morley, Christopher. Parnassus on Wheels. New York: Avon Books, 1983.

Morley, Christopher. “Escaped Into Print,” in Ex Libris Carissimis. New York: A.S. Barnes, 1961.

Siegel, Eli. “Hymn to Fourth Avenue.”

J. Levine Books and Judaica: A Jewish space in a multi-cultural place.

There are countless stores and restaurants in the section of Manhattan known as Midtown. It is possibly the most trafficked part of the city, offering visitors such sights as Times Square, the Empire State Building, Broadway and more. In addition to the big sights, there are smaller ones as well. Local restaurants, high-end shopping, hotels; Midtown has it all. One of the many stores in this busy area is J. Levine Books and Judaica, a Jewish bookstore and shop. It’s unsurprising that there is a Jewish bookstore in the heart of Manhattan; as the first stop for many immigrants from across the ocean, it has become a bustling city full of international influences. Within a few blocks lie restaurants of various types of international cuisine, showing off the city’s reputation for good food. There are also many nearby hotels,  evidence of the more temporary population of the city.

Manhattan is a tourist city. People come from all over the world to see the sights, and end up experiencing a city that truly represents the American melting pot. It is a city that both embraces globalization and resists it. Though there are many global businesses (those in Time’s Square are a good example), there are also thousands of small, independent businesses in the city. It is a way for people who live in the city to make it feel more like their place, instead of a place that everybody has a part in. J. Levine Books and Judaica is a single store, run by the same family for generations. They have carved out a space for themselves and have flourished, possibly because the Jewish religion hasn’t been extremely commercialized.

New York is a highly Jewish city in general, with the Manhattan being 29.2% Jewish, the second highest religion in that part of the city after Catholic. So it’s not surprising at all that there would be so many specifically Jewish businesses in the area. It is easy to imagine a Jewish tourist in the city visiting not only the many typical tourist sights nearby such as Time’s Square and the Empire State Building, but also having a bite to eat at a kosher deli, stopping in to buy a few Jewish books and staying the night in a nice nearby hotel.

Though I keep calling J. Levine’s a bookstore, it is so much more than that. The bookstore broadens its audience by not being limited to just books, and instead selling a variety of Jewish items (Judaica). This means that people may come into the store to buy some decorations and end up buying a few books as well.  With high quality, an extensive range of products, and a moderate price range, the store can cater to a wide variety of people. Yelp reviews praise the friendliness and helpfulness of the staff and the welcoming feel they give to the store. In a city such a New York, stereotyped as being full of rude people, this is a nice contrast. It is the kind of store in which even a non-Jewish person would be welcomed.

A map of the many neighborhoods in Manhattan. Notice how many of them overlap with each other, or seem to be neighborhoods within neighborhoods.

Even a brief look at the ‘List of Manhattan neighborhoods’ page on Wikipedia will reveal that the neighborhoods overlap, sometimes significantly. This shows the constantly growing and shifting nature of the city. As the population grows, people of like minds tend to draw together, forming communities within communities within communities. This may be hard to see from the outside, as Manhattan is such a tourist city, but to those who live in the city, these neighborhoods can reveal a lot about who lives where and where to find certain types of businesses.

A “place”, as mentioned in Tim Cresswell’s “Place”, is a meaningful location which people have placed value on. This value includes what people say about it, what they feel about it, how it is represented architecturally, and the type of people who frequent that place. J. Levine Books and Judaica and the surrounding neighborhoods demonstrate this idea of what a place is in the way they fit together. The people who Yelped about the store spoke good things about it, reflecting their good feelings of the business. The type of people who visit the store is directly influenced by the area it is in: a busy part of Manhattan, often visited by tourists. The store advertises its Jewishness, so it attracts mainly Jewish customers. In this way, place, people and business work hand in hand.

Below is a map featuring just a few of the many restaurants and Jewish businesses nearby.

The bookstore is conveniently placed, only a few short blocks from a Jewish Museum: Moriah Galleries, as well as many other Jewish businesses and organizations, as well as countless stores, hotels and restaurants. It’s right near the busiest parts of Manhattan and it knows it. Even the ‘About’ page on the store’s website fits in neatly with what I’ve said about the place in which the store resides: “When in New York City, join tourists and savvy customers from all over the world and visit our spectacular retail store at 5 West 30 Street, between Broadway and Fifth Avenue near the Empire State Building”.

Below is the J. Levine Books and Judaica storefront. It clearly stands out from the storefronts around it, with the large banner hanging from the building and the sign proudly stating the store’s long history (since 1890).


View Larger Map

 

Sources:

Websites:

Manhattan Community District 5 map: http://www.nyc.gov/html/dcp/html/neigh_info/mn05_info.shtml

New York City religion statistics: http://www.city-data.com/county/religion/New-York-County-NY.html

J. Levine Books and Judaica website: http://www.levinejudaica.com/catalog/index.php

J. Levine Books and Judaica Yelp page: http://www.yelp.com/biz/j-levine-books-and-judaica-new-york

List of Manhattan neighborhoods: http://en.wikipedia.org/wiki/List_of_Manhattan_neighborhoods

Images:

Map of Manhattan with Neighborhood lines: http://upload.wikimedia.org/wikipedia/commons/5/5a/Manhattan_neighborhoods.png

Texts:

Creswell, Tim. “Defining Place” Place: A Short Introduction. Blackwell, 2004. 1-14.

Creswell, Tim. “Reading “A Global Sense of Place”” Place: A Short Introduction. Blackwell, 2004. 54-79.

Maps:

Google Map: https://www.google.com/maps/d/edit?mid=z-nBeB_Erdio.kzl3GCpwJ2dE

Streetview: http://unpackingthebookstore.susqu.edu/wp-includes/js/tinymce/themes/advanced/img/trans.gif

J. Levine Books & Judaica: Diversity and Community

storeMy very first introduction into the world of buying and selling books began early in my childhood while working for my father’s auctioneer company.  There, along with the rest of their personal property, my family and I would organize someone’s personal library  into boxes that would then be sold to the highest bidder.  These Saturday auctions that I’ve grown up with, served as a bookstore for me, allowing me to add each week to my personal collection.  While this is a fairly nontraditional sort of place for the literary lover to consume their favorite product, it offered me the same experience I would have received from either a chain or independent store.  While this “bookstore” had no permanent address to which I could return to week after week, my father had regulars, a sort of “groupies,” that would show up at each sale with their bidder number in one hand and coffee in the other.

Like the public auction, J. Levine Books & Judaica is neither the Barnes & Nobel nor typical independent most immediately think of when imagining the American bookstore.  Located in the NoMad neighborhood of Manhattan in New York City, it fits in perfectly between the other culturally diverse restaurants and retailers surrounding it.  Found on West 30th Street, J. Levine shares the road with other commercial buildings, including a Marine Import Inc., an African-American retailer, and an Oriental rug showroom, Shalom Brothers.  Also, just down the street is the publisher Book Sales, specializing in supplying books to wholesalers.

Shalom Brothers, Oriental Rug Showroom

The neighborhood of NoMad is located in the Manhattan Community District Five, bordered by Central Park to the north, 14th Street to the south, 8th Avenue to the west, and Lexington Avenue to the east.

With a total population of 51,673 people in 1.6 square miles, 67.7% of this number consists of White Non-Hispanic residents, although this figure has decreased by nearly ten percent from 2000.  With a median age of 37, the average income of $163,601 and only 9.1% of the population receiving income support, further highlights the vibrant and thriving atmosphere of the neighborhood, as shown in the varied shopping and literature scene it offers.

While the community has a rich history, the present day diverse and intriguing features found within it appeal to many of its tourists and residents.  Manhattan District Five includes Times Square, and the iconic Empire State and Flatiron buildings.  For this reason, the community, and specifically the neighborhood of NoMad, boast diverse eateries and eclectic entertainment spots.  The Museum of Mathematics and the Museum of Sex are both found within the NoMad neighborhood, sites that, thanks to their unique appeal, are visited by both tourists and locals alike.  Located three blocks from J. Levine Books, Dhaba Indian Cuisine and the Cannibal offer cuisine for the culturally intrigued palate.  Specializing in Indian and Belgian food respectively, these restaurants offer a diverse option to the oyster bars and plethora of coffee shops sprinkled throughout the neighborhood.  Lebanese, Mediterranean, and Southeast Asian menus can all also be perused at other local eateries, allowing one to, literally, dive face first into a new culture without even leaving New York.

The Museum of Sex

NoMad also offers a varied religious scene, containing a mosque, Episcopal Church, and non-denominational church within its geographical boundaries.  Additionally, two miles away from J. Levine, in the neighboring Lower East Side, stands the Angel Orensanz Center, the fourth oldest synagogue building in America, now converted into an art gallery.  Although it no longer offers the traditional weekly religious services for the Jewish community, Bat Mitzvahs and weddings are still held here.

AR-Rehman Foundation, Mosque

In his essay on defining place, Tim Cresswell shows how places with even “bare essentials have history,” whether it is obvious or not (Cresswell 2).  However, people will make their mark on the place, adding their own personal style and flair, transforming space into a place, one that is now unique and recognizable (Cresswell 2).  The NoMad neighborhood has done just this, incorporating stores and restaurants that reflect a thirst for diversity, and which obviously appeal to a large number of tourists and residents.  J. Levine offers their customers a chance to shop for community, a place where they can form “social bonds based on the affective ties and mutual support” while appreciating a past “steeped in tradition” (Miller 119).  No matter the geographical location of a bookstore, the book buyer is able to recognize its cultural function through the place it creates and the community it evokes.

J. Levine Books & Judaica as it currently stands today

 

Sources

Images

J. Levine Books & Judaica photo <http://www.levinejudaica.com/catalog/index.php>

Maps

Google Maps:  Shalom Brothers, Geography of J. Levine Books & Judaica, The Museum of Sex, AR-Rehman Foundation, J. Levine Books & Judaica

Websites

http://www.nyc.gov/html/dcp/pdf/neigh_info/socio_demo/mn05_socio_demo.pdf

http://www.nyc.gov/html/dcp/pdf/neigh_info/profile/mn05_profile.pdf

https://cityraven.com/neighborhoods/nomad

http://experiencenomad.com/nomad-new-york/

Text

Cresswell, Tim. Place: A Short Introduction. Malden, MA: Blackwell Pub, 2004.

Miller, Laura J. Reluctant Capitalists: Bookselling and the Culture of Consumption. Chicago: University of Chicago Press, 2006.

 

 

 

18 Miles of Books: Something for Everyone

The Strand Bookstore, with its unmistakable red awning, has its main location at 828 Broadway (& 12th Street) in New York City. Nestled in between the borders of Manhattan’s Greenwich Village and East Village (the territory which the store’s location favors) the Strand is home to “18 Miles of New, Used, and Rare” books, as well as to many New Yorkers. According to the 2010 Census, the East Village alone has approximately 24,527 housing units among which their population of roughly 43,755 people live, the majority of them aged from 25-34 years old, and that’s only a portion of the Strand’s potential customers. The Strand has had this location as its home since 1957, when Fred Bass, the son of the store’s original owner Ben, moved the store just around the corner from its original location on Fourth Avenue. The Strand itself has been in business since 1927 and is known as the “Sole survivor of Book Row.”

 

With its long-standing history, the Strand has been a home to book lovers of all types for around 88 years now. The store carries a little bit of everything for everyone, catering to the diverse interests for those living in or visiting the diverse city of New York. According to Tim Cresswell, the Lower East Side of Manhattan, which East Village is part of, “has been known as a place of successive immigrant groups- Irish, Jewish, German, Italian, Eastern European, Haitian, Puerto Rican, Chinese.” The majority of the East Village’s population, around 42,536 people, identify as one race, while only around 1,219 people identify as two or more races. With approximately 31,859 identifying as Caucasian, East Village is now known to be a predominantly white area. At a significantly lower number, approximately 6,419 people identify as Asian, followed by Hispanic/Latino at around 5,195 and Black/African American at around 2,719. While these are only the top three largest groups, the area is not as diverse as one might have originally thought. Though in the past few years there may have been some changes in these numbers, as they have evolved throughout history, it is not likely that the overall demographics of the area have changed too drastically. While race is not the determining factor of interests or literary preferences, it is, in some cases, one of the many influences that determine the diverse interests of an individual. This is why it’s important for a bookstore in the city to carry a little bit of everything, even outside of books.

The Strand carries other goods such as coffee mugs, totes, and even onesies, though this merchandise tends to remain relevant to literature or to the store. In this regard, the Strand stands firm in its footing as a location for book lovers which many other bookstores throughout history have been unable to do successfully. “Bookstores, in fact, were really the first drugstores, as we know them now,” writes John Tebbel in the first chapter of his book, A History of Book Publishing in the United States. It has proved difficult for bookstores to survive only selling books, especially in locations which require the bookstore to pay a high rent. Luckily for the Strand, a densely populated area is likely to have many readers with many different interests. Plus, when the surrounding area is taken into consideration, it is clear to see certain connections throughout the community which allow the store to thrive, as well as some which may not.

New York University and The Cooper Union, both in relatively close proximity to the Strand, are home to thousands of bright-eyed students craving knowledge. Without a doubt, the relationship between the schools and the Strand is a symbiotic one. The students bring business; The Strand houses a plethora of knowledge-filled books, ready to be cracked open. On the other hand, Barnes and Noble is just a tad farther and university students may feel more comfortable in the familiar, standardized setting that it has to offer. According to Laura J. Miller, author of Reluctant Capitalists, Bookselling and the Culture of Consumption, chain bookstores such as Barnes and Noble or Waldenbooks “communicated that they were informal places welcome to all by standardizing the interiors from one outlet to another.”

Though the Strand may offer a multitude of books for many different people, some may still find it intimidating due to its atmosphere and size, and may instead choose to go the extra distance to Barnes and Noble. “Because of a continuing association of books with education and an attendant stratification system,” writes Miller, “any bookstore is vulnerable to being perceived as an elite enterprise.” It is possible that some may shy away from the Strand then, with its determination to claim its identity as a store for lovers of literature. Or, some may simply stick to perusing the discount racks outside where they feel more comfortable. Regardless, the Strand seems to have remained an integral part of the community and probably won’t be going anywhere anytime soon. Customers can peruse the many aisles at their leisure or stop by for one of the many events being held. They can even request to host one of their own. While in the area, they can check out Second Hand Rose Music to go along with their new (or used) books and grab a bite to eat at one of the many restaurants in the area, offering a vast range of food types from Asian to Mexican and everything in between. The Strand, despite any competition, is a home within a home for book lovers of all types, and is probably more welcoming than those who are intimidated by it believe it to be.

 

Sources

Images/Maps

http://www.google.com/maps

Text

Cresswell, Tim. Place: A Short Introduction. Malden, MA: Blackwell, 2004. Print.

Miller, Laura J. Reluctant Capitalists: Bookselling and the Culture of Consumption. Chicago: U of Chicago, 2006. Print.

Tebbel, John. “A Brief Hisory of American Bookselling.” A History of Book Publishing in the United States. New York: R.R. Bowker, 1972. 7. Print.

Websites

http://www.strandbooks.com

http://www.nycgovparks.org/parks/union-square-park

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