A Thoroughly Modern Campus Store

As part of the celebration of NACS’ 100th anniversary, Campus Marketplace is reprinting historic articles from the association’s newsletters and magazines periodically throughout the centennial year. This is the first reprint in the series.

After its founding in 1923, the College Bookstore Association continued to hold its annual convention concurrently with the American Booksellers Association’s convention every May. For the 1933 convention, however, the association decided to split off from the ABA event. By this time CBA had changed its name to the National Association of College Bookstores in 1931 and then to the National Association of College Stores in 1932.

Among the reasons for holding a separate convention were a desire to locate the event on a college or university campus and to conduct more educational sessions on general retailing practices, in contrast to ABA’s fairly strict adherence to bookselling topics. Another reason was an interest among members to visit the brand-new Indiana University Bookstore, dubbed “The Most Modern College Bookstore in America” in a NACS Bulletin article about it in July 1932.

The store, managed by Ward Biddle, association president 1930-32, was built with funds accumulated from budget surpluses over a 40-year period. A big mortgage was out of the question in the Depression era. The new store incorporated many ideas that today considered indispensable for contemporary college stores: attractive merchandising, open layout, community space, and attention to the customer experience.

So the decision was made to not only host the first standalone convention at Indiana University, but also to move the dates from May to July when the campus could accommodate the group and the bookstore was better able to handle tours for attendees. Ironically, despite the strong intent to hold future conventions on college campuses, this was the last time the convention would be held on one due to logistical difficulties with dates (spring was preferred) and transportation.

The following article was reprinted from the NACS Bulletin, July 1932. The original spelling and grammar have been preserved.

The Most Modern College Bookstore in America

By Gordon F. Hayes

“The most modern and beautiful college bookstore in America” was the idea Ward G. Biddle had in mind when he set to work more than a year ago perfecting plans for his new bookstore at Indiana University. The store was opened recently in a $40,000 wing of the new Union Building at the University.

After visiting some of the finest bookstores in America, Mr. Biddle selected among his models the bookstores of the University of California at Los Angeles and of the University of Washington at Seattle. Mr. Alfred Granger, one of the architects of the Union building, added suggestions from a quaint old bookstore in Tudor style, in England, to the excellent plan outlined by Mr. Biddle. As a result the visitor finds this magnificent well-planned building really measuring up in many ways to the ideal of “the most modern and beautiful college bookstore in America.”

Entering the building, the visitor is at once so entranced that he instinctively removes his hat. His eye takes in a sweep of showcases on either side, then centers at the rear on a massive staircase which leads to a beautiful mezzanine floor. Above the staircase hangs a remarkable, life size painting. To either side above are glimpses of red leather chairs, soft window draperies, and oak desks with which the mezzanine floor is furnished. Truly an atmosphere of books and quiet charm such as would satisfy the most ardent lover of the Elizabethan age—one of the most beautiful bookstores in America.

But how about the practical side of the new store? Is it as efficient as it is beautiful? Do we find here that difficult combination of the practical and the beautiful? Bring your eye back to the front and see. On either side of the door are two small alcoves located just back of display windows. Here is a table and a chair, where a postcard may be addressed or a souvenir selected, or stationery chosen. The articles themselves are displayed, of course. Turn now to the main floor. There is a center arrangement of counters and showcases displaying works of fiction and novelties. On the right are showcases containing notebooks, inks, and other practical supplies.

Now go back to the front and start in again. On the left are counters for book, art, and stationery departments. To the rear of this set of counters is located the book shelves with adequate room for 15,000 volumes. This commodious space enables the bookstore to have on hand all the books required for the University courses, and also many second hand books. The books are arranged alphabetically according to departments. This arrangement is carried further as to the author, title, semester ordered, cost and selling price, and the professor by whom ordered. This information is printed on removable labels held in a metal container under each shelf. At the back of the room is the general office with two windows facing the front of the store. In this office is housed the vault for post office and bookstore receipts.

The visitor is next attracted by a broad flight of stairs that connects the main floor with the elaborately furnished mezzanine floor. The Fireside Bookshop is on this second floor and it includes a rental library and space for magazines. At the back of this is a fireplace above which is inscribed in gold letters the quotation from Abraham Lincoln, “I will study and get ready then maybe the time will come.” Above the mantel hangs Edwin Howland Blashfield’s painting, “Alma Mater,” which was presented by President and Mrs. William Lowe Bryan, of the University.

On the mezzanine floor is the office of the manager and that of his secretary. A small kitchenette opens off the Fireside Bookshop for the purpose of preparing tea which can be served at designated times during the week.

To the left at the top of the stairs is the James A. Woodburn room. This room is panelled with oak and the walls reveal built-in bookcases which contain the books of Dr. Woodburn. It is furnished with upholstered chairs, designed after those in the old Bank of England, a suitable carpet, crimson and gold draperies, a long table and a comfortable lounge. This room is intended to serve the entire University as a place for conferences, board meetings, and any other University meetings.

Next let the visitor go from this floor to the basement and view the post office. Part of this section will be used as the University ticket office. Another room on this floor is equipped with moth proof cupboards, for the purpose of storing caps and gowns. There is plenty of room here for enlargement of the bookstore proper. An outside opening makes the post office easily accessible without the necessity of going through the main part of the bookstore.

The bookstore, regarded a vital necessity on the Indiana University campus, was built from surpluses that have accumulated for over forty-two years, and cost approximately $40,000. It comprises the east wing of the new Union Building.

The first bookstore at Indiana University was established in 1890, in Wylie hall, under the management of Frank Fetters, who is now head of the economics department at Princeton university. Indiana University took control of the bookstore in 1910, and N.O. Pittinger, now comptroller of Swarthmore college, became manager. In 1923 the management was placed in the hands of Ward G. Biddle. He has received many congratulations not only from his customers but also from bookstore managers who have gone to Bloomington and have come away saying the new store is one of the most efficient and beautiful college bookstores in America.