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Book Nook reaches its final chapter
By PIPER JONES CASTILLO
© St. Petersburg Times, "A long time ago, a friend gave me some great advice: Sell what you love," Betty Christenson says. MADEIRA BEACH -- In a land known for water scooters, suntans and grouper sandwiches, the Book Nook of Madeira, 15029 Madeira Way, has served as an oasis for literary landlubbers for more than 20 years, but no more. Richard and Betty Christenson, who have operated the business since 1978, have decided it's time to retire. The store will close at the end of July. "We want to move on. We're ready to spend more time with our grandchildren," says Mrs. Christenson, who graduated from Vassar College with a degree in Russian literature in 1947. The Christensons, who met while working together in the Central Intelligence Agency in Washington, D.C., more than 40 years ago, began thinking of moving to Florida to open a bookstore while their son was studying at Eckerd College. At the time, Richard Christenson was an instructor at the Valley Forge Military Academy and Mrs. Christenson was an assistant editor at the University of Pennsylvania. "Our son decided to stay here, and we thought this would be a good place to settle," says Mrs. Christenson, who is 74. When they purchased the bookstore for $35,000, the former owners had the tiny store filled with paperbacks, focusing mainly on tourists' requests for vacation reading. Although the Christensons have kept bestsellers and paperbacks in the store, Mrs. Christenson has used children's literature and opera books as the centerpiece. Her husband has enjoyed selling books on politics and military history. None of these categories were supposed to bring success, Mrs. Christenson recalls. "They told us children's books would not sell. Other people told us hardbacks and non-fiction wouldn't sell on the beach. Well, a long time ago, a friend gave me some great advice: Sell what you love. That's what we have done. It turns out our biggest sellers are children's books and non-fiction," she says. Although the advent of chain bookstores has pulled away some customers, the couple contend that their departure is based purely on retirement. "It's been harder since Barnes & Noble and Borders came to be, and more than anything, online sales has made it tough, but we have held on to a good customer base," she says. "I believe that any small bookstore has to be peculiar in this day and age to succeed, and our peculiarity lies in our relationship with our customers," Mrs. Christenson says. "We've established friendships with our customers. We know them, and we've grown from there." Ray Haslam, vice president of Haslam's, the 68-year-old landmark bookstore in St. Petersburg, agrees that independent store owners need to find their own niche. "This business is idiosyncratic. You have to keep an eye on your cash register as well as the marketplace. You cannot just simply be a book lover," he says. "Success can be had if you use your own expertise and concentrate on your local customers." For Karen Aragon of Treasure Island, a longtime customer of Book Nook, shopping at other places will not be the same as visiting the Book Nook. "Their departure will leave a black hole in the community," she says. "The Book Nook has brought a level of intelligence to the beach, as well as a great selection of books," said Aragon, who began frequenting the store while she was in middle school. "I'd come down with babysitting money and buy paperbacks," the 30-year-old recalls. Nancy Millichamp, media specialist at Madeira Beach Middle School, first heard of the Book Nook as a beach resident, but once the school's librarian gave her permission to order through the Book Nook, she was thrilled, she recalls. "I've encouraged teachers to buy class sets of books through them. Betty has certain goals to help with literacy," Ms. Millichamp says. Although the doors are closing, the Christensons plan to keep in touch with their loyal customers. "I'm not sure yet where all this will go, but in the last few weeks, I've been trading phone numbers with so many of our customers," she says. Millichamp hopes to keep in touch as well. "There is a sweetness about the Christensons that is irreplaceable," she says. Through July, the Book Nook's merchandise will be discounted. The shop is open from 9:30 a.m. to 5:30 p.m. Monday through Friday and 10 a.m. to 5 p.m. Saturday.
 © 2006 • All Rights Reserved • St. Petersburg Times
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