Questões de Inglês - Grammar

T E X T

How a Canadian Chain Is Reinventing Book Selling

By Alexandra Alter

    About a decade ago, Heather Reisman, the chief executive of Canada’s largest bookstore chain, was having tea with the novelist Margaret Atwood when Ms. Atwood inadvertently gave her an idea for a new product. Ms. Atwood announced that she planned to go home, put on a pair of cozy socks and curl up with a book. Ms. Reisman thought about how appealing that sounded. Not long after, her company, Indigo, developed its own brand of plush “reading socks.” They quickly became one of Indigo’s signature gift items.

    “Last year, all my friends got reading socks,” said Arianna Huffington, the HuffPost cofounder and a friend of Ms. Reisman’s, who also gave the socks as gifts to employees at her organization Thrive. “Most people don’t have reading socks — not like Heather’s reading socks.”

    Over the last few years, Indigo has designed dozens of other products, including beach mats, scented candles, inspirational wall art, Mason jars, crystal pillars, bento lunchboxes, herb growing kits, copper cheese knife sets, stemless champagne flutes, throw pillows and scarves.

    It may seem strange for a bookstore chain to be developing and selling artisanal soup bowls and organic cotton baby onesies. But Indigo’s approach seems not only novel but crucial to its success and longevity. The superstore concept, with hulking retail spaces stocking 100,000 titles, has become increasingly hard to sustain in the era of online retail, when it’s impossible to match Amazon’s vast selection.

    Indigo is experimenting with a new model, positioning itself as a “cultural department store” where customers who wander in to browse through books often end up lingering as they impulsively shop for cashmere slippers and crystal facial rollers, or a knife set to go with a new Paleo cookbook. Over the past few years, Ms. Reisman has reinvented Indigo as a Goop-like, curated lifestyle brand, with sections devoted to food, health and wellness, and home décor.

    Ms. Reisman is now importing Indigo’s approach to the United States. Last year, Indigo opened its first American outpost, at a luxury mall in Millburn, N.J., and she eventually plans to open a cluster of Indigos in the Northeast. Indigo’s ascendance is all the more notable given the challenges that big bookstore chains have faced in the United States. Borders, which once had more than 650 locations, filed for bankruptcy in 2011. Barnes & Noble now operates 627 stores, down from 720 in 2010, and the company put itself up for sale last year. Lately, it has been opening smaller stores, including an 8,300-square-foot outlet in Fairfax County, Va.

    “Cross-merchandising is Retail 101, and it’s hard to do in a typical bookstore,” said Peter Hildick-Smith, president of the Codex Group, which analyzes the book industry. “Indigo found a way to create an extra aura around the bookbuying experience, by creating a physical extension of what you’re reading about.”

    The atmosphere is unabashedly intimate, cozy and feminine — an aesthetic choice that also makes commercial sense, given that women account for some 60 percent of book buyers. A section called “The Joy of the Table” stocks Indigobrand ceramics, glassware and acacia wood serving platters with the cookbooks. The home décor section has pillows and throws, woven baskets, vases and scented candles. There’s a subsection called “In Her Words,” which features idea-driven books and memoirs by women. An area labeled “A Room of Her Own” looks like a lush dressing room, with vegan leather purses, soft gray shawls, a velvet chair, scarves and journals alongside art, design and fashion books.

    Books still account for just over 50 percent of Indigo’s sales and remain the central draw; the New Jersey store stocks around 55,000 titles. But they also serve another purpose: providing a window into consumers’ interests, hobbies, desires and anxieties, which makes it easier to develop and sell related products.

    Publishing executives, who have watched with growing alarm as Barnes & Noble has struggled, have responded enthusiastically to Ms. Reisman’s strategy. “Heather pioneered and perfected the art of integrating books and nonbook products,” Markus Dohle, the chief executive of Penguin Random House, said in an email.

    Ms. Reisman has made herself and her own tastes and interests central to the brand. The front of the New Jersey store features a section labeled “Heather’s Picks,” with a display table covered with dozens of titles. A sign identifies her as the chain’s “founder, C.E.O., Chief Booklover and the Heather in Heather’s Picks.” She appears regularly at author signings and store events, and has interviewed prominent authors like Malcolm Gladwell, James Comey, Sally Field, Bill Clinton and Nora Ephron.

    When Ms. Reisman opened the first Indigo store in Burlington, Ontario, in 1997, she had already run her own consulting firm and later served as president of a soft drink and beverage company, Cott. Still, bookselling is an idiosyncratic industry, and many questioned whether Indigo could compete with Canada’s biggest bookseller, Chapters. Skepticism dissolved a few years later when Indigo merged with Chapters, inheriting its fleet of national stores. The company now has more than 200 outlets across Canada, including 89 “superstores.” Indigo opened its first revamped concept store in 2016.

    The new approach has proved lucrative: In its 2017 fiscal year, the company’s revenue exceeded $1 billion Canadian for the first time. In its 2018 fiscal year, Indigo reported a revenue increase of nearly $60 million Canadian over the previous year, making it the most profitable year in the chain’s history.

    The company’s dominance in Canada doesn’t guarantee it will thrive in the United States, where it has to compete not only with Amazon and Barnes & Noble, but with a resurgent wave of independent booksellers. After years of decline, independent stores have rebounded, with some 2,470 locations, up from 1,651 a decade ago, according to the American Booksellers Association. And Amazon has expanded into the physical retail market, with around 20 bookstores across the United States.

    Ms. Reisman acknowledges that the company faces challenges as it expands southward. Still, she’s optimistic, and is already scouting locations for a second store near New York.

https://www.nytimes.com/2019/05/01

Text

Our Kids Do Not Need a Weight Watchers App: A registered dietitian explains why you should never put your child on a diet.

By Christy Harrison

Weight Watchers — now rebranded as WW — has introduced an app called Kurbo, for children 8 to 17 years old. As a registered dietitian who specializes in helping people recover from disordered eating, I strongly recommend that parents keep this new tool — and any weight-loss program — away from their children.

Our society is unfair and cruel to people who are in larger bodies, so I can empathize with parents who might believe their child needs to lose weight, and with any child who wants to. Unfortunately, attempts to shrink a child’s body are likely to be both ineffective and harmful to physical and mental health.

Over the last 60 years, numerous studies have shown that among people who lose weight, more than 90 percent gain it back over the long run. For example, a 2000 study of adults 20 to 45 found that less than 5 percent lost weight and kept it off long term. And a 2015 study of more than 176,000 higher-weight people age 20 and older found that 95 percent to 98 percent of those who lost weight gained back all of it (or more) within five years. A 2007 review of the scientific evidence found that most people likely gained back more.

Excerpt from the site: https://www.nytimes.com/2019/08/18/opinion/weightwatcherskids.html?action=click&module=Opinion&pgtype=Hom epage.

Chuck Berry, rock ‘n’ roll pioneer, dead at 90
By Ralph Ellis, Todd Leopold and Tony Marco, CNN
Updated 0212 GMT (1012 HKT) March 19, 2017

(CNN)Chuck Berry, a music pioneer often called “the Father of Rock ‘n’ Roll,” died Saturday at his home outside St. Louis, his verified Facebook page said. He was 90.
A post on the St. Charles County police Facebook page said officers responded to a medical emergency at the residence around 12:40 p.m. (1:40 p.m. ET) Saturday and found an unresponsive man inside. Resuscitation efforts failed.
“The St. Charles County Police Department sadly confirms the death of Charles Edward Anderson Berry Sr., better known as legendary musician Chuck Berry.”
A musical legend
Berry wrote and recorded “Johnny B. Goode” and “Sweet Little Sixteen” -- songs every garage band and fledgling guitarist had to learn if they wanted to enter the rock ‘n’ roll fellowship.
Berry took all-night hamburger stands, brown-eyed handsome men and V-8 Fords and turned them into the stuff of American poetry. By doing so, he gave rise to followers beyond number, bar-band disciples of the electric guitar, who carried his musical message to the far corners of the Earth.
Some of his most famous followers praised him on social media.
Bruce Springsteen tweeted: “Chuck Berry was rock’s greatest practitioner, guitarist, and the greatest pure rock ‘n’ roll writer who ever lived.”
Chuck Berry was rock’s greatest practitioner, guitarist, and the greatest pure rock ‘n’ roll writer who ever lived.
The Rolling Stones posted on their website: “The Rolling Stones are deeply saddened to hear of the passing of Chuck Berry. He was a true pioneer of rock ‘n’ roll and a massive influence on us. Chuck was not only a brilliant guitarist, singer and performer, but most importantly, he was a master craftsman as a songwriter. His songs will live forever. “

But it was perhaps John Lennon -- who died in 1980 -- who put it most succinctly. “If you tried to give rock and roll another name, you might call it ‘Chuck Berry.’”
The list of Berry’s classics is as well-known as his distinctive, chiming “Chuck Berry riff”: “Maybellene.” “Around and Around.” “Brown-Eyed Handsome Man.” “School Days.” “Memphis.” “Nadine.” “No Particular Place to Go.”
They were deceptively simple tunes, many constructed with simple chord progressions and classic verse-chorus-verse formats, but their hearts could be as big as teenage hopes on a Saturday night.
His music even went into outer space. When the two Voyager spacecrafts were launched in 1977, each was accompanied on its journey to the outer reaches of the solar system by a phonograph record that contained sounds of Earth -- including “Johnny B. Goode.”
www.cnn.com