Montreal author Christopher DiRaddo is one example. His second book was published last year during the pandemic. Mr DiRaddo was disappointed when he learned he could not hold a happy public launch.

In dealing with bad luck, the writer chose to be creative. He and his partner created gift bags along with a copy of the book The Family Way. He traveled throughout the Montreal region to deliver them personally to his readers.

Unlike short book signings at a bookstore, personalized tours gave the author the opportunity to build a deeper connection with his audience and old acquaintances. In a strange way, we almost reinvented what the book launch was supposed to be.he says.

Adapt to confinement

The authors say the marketing lessons learned during the pandemic and the increasing interest in reading are encouraging signs for the future of literature.

Some people working in the book industry interviewed by The Canadian Press acknowledge that the pandemic has had a major impact on bookstores, which have even had to deal with closures, limited capacity and cancellations of book signatures.

Winnipeg bookeller Chris Hall describes 2020 as a year disaster for small businesses like him, but he is already seeing signs of a good recovery.

Mr. Hall, who is also chairman of the board of Canadian Independent Booksellers Association (Canadian Association of Independent Booksellers), said it has seen increased interest from Canadians in local businesses. He also mentioned that many people re -love reading when other activities are canceled.

After a few months, there isn’t much to watch on Netflixhe says.

Increasing sales

Statistics Canada reported in February that book sales dropped 7.7% from 2018 to 2020 in the country. This decline in sales can be attributed to the closure of bookstores across the country in the first months of the pandemic, the capacity limits on bookstores when they are allowed to reopen as well as the ‘reluctance of consumers who go to public places.was explained to the agency.

Although no data has yet been released for 2021, Statistics Canada said it is seeing growth in retail book sales as reading remained a popular activity during the lockdown.

Still facing instability, the publishing industry faced with challenges as supply chain difficulties affect paper mills, printing capacity, availability of shipping service, transportation networks and costsunderlined Statistics Canada.

According to the non-profit organization BookNet Canadaretail sales grew 1.6% in 2021, compared to last year, but they are still lower than before 2019. He estimates that growth should reach 3% this year.

Return of the celebrations

Sign of a possible resurgence: the return of literary festivals in person. For example, the Blue Metropolis Festival, whose indoor programming ends on Sunday in Montreal. The schedule includes launches, interviews and digital activities.

Sruti Islam, a bookeller and creator of the Weird Era literature website in collaboration with Librairie Saint-Henri, participated on Friday in a discussion moderated by Mr. DiRaddo on the evolution of book promotion.

According to him, the pandemic has affected the supply chain. As a result, book orders were delivered with some delay. However, the pandemic allowed him to host popular online events with internet users. He also launched a literary podcast in its second season.

Ms. said. Islam he observed increased interest in political and social topics. It bore fruit greater engagement with our neighborhood clients who are willing to read political texts and are more willing to support local businesses.

Mr. Hall, for his part, believes that bookstores have finally benefited from the pandemic by improving their Internet sales and by becoming more present on social networks.

Will people maintain the increased interest in reading now that lockdowns are a thing of the past?

Mr. said. Hall that he could only hope for. He remains optimistic to see people return to their reading habits and find their island of silence in the face of a more frantic pace of life. The book seller also hopes that independent businesses will be able to combine their digital skills with the attraction of a physical space for readers.

Amazon has no place to identifyhe pointed out.