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‘If we have a good Christmas, we will all make it’: An interview with bookseller Fiona Stager

Published 10th August, 2020 in MRP Guest Blogger
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If, like me, your senses respond to the feel and smell of books in a bookshop, you’ll like Avid Reader. This award-winning independent bookstore has been in the high street at West End in Brisbane for 22 years and has firmly established itself in the local community. In recent years they’ve spun off a successful children’s bookshop next door: Where the Wild Things Are.

But the past few months of 2020 have been tough for storefront bookshops, and I recently talked to co-owner Fiona Stager about how Avid Reader has coped. This is an edited version of that telephone conversation.

First I asked Fiona about changes she’d seen in publishing in the past two decades. You can listen to her response in this audio clip.

The developments Fiona mentions in that audio clip were of course all before a certain pandemic swept across the world and turned many businesses upside down, including bookshops. 

I asked Fiona how Avid Reader had responded to the constraints of Covid-19 measures. You can hear her reply in this audio clip.

Despite the limitations of Zoom-based events, Fiona says they will continue with them after the current restrictions have gone:

Using Zoom has really allowed us to engage with a much wider audience. Each time we’ve done a Zoom there’s been an interesting story that’s come out of it. After our first Zoom event we did a survey: ‘I’ve always wanted to come to your events but I live in Western Australia’; ‘I used to come to all your events but now I’ve moved out of Brisbane and with Zoom I can come to all your events.’ 

Fiona has also moved all her book clubs to Zoom. But despite the geographically expanded audience, she says that sales are down compared to walk-in events. With an in-store book launch, for example, people often not only buy that book, but they also browse the shelves, and pick up other books that appeal to them on the spur of the moment. Nevertheless, Fiona says they will continue with Zoom even when face-to-face events restart because they know it does reach people beyond the immediately reachable community:

For any number of reasons people can’t come to the shop, but we’ve built such a strong reputation that people jumped at the chance of coming to Zoom events. It’s really opened up the world for us. It also means we can curate our program to even finer detail. So we’ve been able to match the best interviewer for the author, and they don’t have to be in the same city. For example one author was in Melbourne and the interviewer was in Sydney.

‘An ecosystem of small business’

Fiona actively fosters a sense of community, not only among the bookshop’s clients, but also among local businesses. She says that after such a long time in West End, she sees Avid Reader as an ‘anchor tenant’ which relies on other small businesses but has an obligation to them as well: 

I made a commitment to our staff, our publishers and writers that we would be here after this [the Covid-19 shutdown]. But also I was really committed to being here for other businesses around us. It’s an important ecosystem of small business, that we all really need each other. That’s something I’m really passionate about.

And there’s been unexpected spin-off from the constraints:

I must say I’ve never been so pleased to be near a chemist. I’ve always thought it was important to be near good retailers, like a good shoe shop, good fashion, good food, a good bakery … . But now, I think it’s been really great to have been close to a chemist. People come out and go to the chemist for something, and then they come to us because the chemist is right next door.

Clearly Fiona is always on the lookout for ways her own business can survive alongside and with the other retailers in West End. But as a bookshop, Avid Reader faces particular challenges at this time.

I asked Fiona about her predictions for the future of publishing and book-selling in Australia in the coming months. You can listen to her response here.

Fiona added that in the emerging sales climate, not all the books released later in the year will make it. And that’s got nothing to do with the quality of the books, she says, but to the fact that they’re ‘competing for everything from our shelf space to media and what will get coverage and traction.’

As for Avid Reader itself, I asked Fiona how she was feeling about the bookshop’s future in the midst of this uncertainty. You can listen to her prognosis here.

Fiona’s response is the experienced and pragmatic voice of someone who’s been in the book trade for more than 20 years. It’s clear she sees some hurdles and unknowns ahead. As with the spread of the pandemic itself, retail businesses are in uncharted territory, with a compass we’re all learning to use as we go along. 

Nevertheless, in the midst of predictions of retail gloom and doom, and her struggles to maintain a solid client base, Fiona maintains a pro-active and optimistic outlook. Not that she hasn’t had her doubts. ‘At one stage I was just too stressed to read anything,’ she told me. ‘But now I’ve got myself out of that hole.’

So, with the stock of a whole bookshop to choose from, what does Fiona like to read?

I read mostly new fiction. I read a little bit of non-fiction. It will often depend if I’m being any kind of book judge – if I’m judging a literary award, I will read fiction, non-fiction, children’s books as well, and a little bit of young adult.

You’ve probably realised by now that Avid Reader is not only a bookshop but a dynamic part of its local community. We need all the publishing outlets our pockets can sustain, and power to them, but independent bookshops seem to have a special place in our communities, whether you visit them in person or online. And at the end of the year, you might think of Fiona’s prediction that for authors, publishers and booksellers alike, ‘it will depend how Christmas goes’.

In next week’s blog, you can read another perspective on writing and publishing: a video interview with a key figure in a national organisation about the contribution that editors make.


You can read, listen to or watch Darryl’s first blog with us, ‘Ditch the hashtag #Amwriting: An interview with author Kim Wilkins’, here.


Darryl Dymock is a published author, researcher and teacher based in Brisbane. He pours his research into academic publications and creative non-fiction books and his imagination into short fiction. You’ll find his books in libraries across Australia, and one of his short stories won the Roly Sussex Prize. In 2019 he was shortlisted for our short story competition and published in the anthology, We’ll stand in that place and other stories. In between writing, researching and teaching, he mentors for the Queensland Writers Centre, and writes an occasional blog which you can find here.

We publish high-end literary fiction, crime and the best short stories currently being written in Australia.

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