By Stevi Costa

In 2009, Central Connecticut University released a study evaluating the most literate cities in America, based on the number of bookstores, periodical publishing resources, newspaper circulation, library resources, the average level of education among residents and availability of Internet resources. Seattle topped the list, claiming the title of the most literate city in America.

Seattle’s book-loving climate has allowed Carol Santoro to spend the last 25 years of her life as an independent bookseller. Five years ago, Santoro decided it was time to be her own boss and when a retail space became available in her Greenwood neighborhood, she opened up a neighborhood bookshop all her own.

Santoro’s Books moved a few doors up from its original location to 7405 Greenwood Avenue N. in 2008 after disputes with the landlords made the original space untenable. Santoro was grateful to find another space so close by – and not just because she and her staff were able to move between locations with the use of dollies and handcarts. In just three years, she had built up a loyal following in Greenwood.

“I don’t think I would have considered moving anywhere else,” Santoro said. “I don’t think I would have moved more than a mile.”

Neighborhood loyalty has kept Santoro’s Books in business, despite the aggressive climate of chain bookstores and Internet retailers that have been the ruin of many shops. The bookselling climate is clearly different now than it was when Santoro started selling books in 1985. Back then, the biggest threat to independent booksellers was Crown Books. In the mid-90s, Santoro briefly toyed with the idea of selling books solely online, but larger Internet-only retailers beat her to the punch and changed the bookselling climate forever – even forcing once-time giants like Crown out of the game.

An advantage Santoro feels her store has over chains and Internet retailers is that her store can sometimes get special orders to customers on a same-day turnaround due to her direct relationship with certain warehouses. Santoro’s Books relies largely on remainder books to build revenue, which come from the publisher at a significant markdown, but the store’s biggest sales come from its selection of children’s books. “People view it as a good value for the money,” Santoro said, noting that young readers will return to a favorite book time and time again.

One of Carol Santoro’s favorite things about bookselling is getting young readers involved in developing a lifelong relationship with reading. The back corner of Santoro’s Books hosts several bays of children’s titles, as well as stuffed animals and a couple of cozy chairs. Every Friday at 11 a.m., neighborhood kids gather in that back corner for “Storytelling with Steph,” during which time one of Santoro’s staff reads from new and classic children’s novels and dishes out stickers to eager young listeners.

Santoro’s Books even promotes reading in local elementary schools, sponsoring book fairs at Seattle Academy of Arts and Sciences, Greenwood Elementary, Daniel Bagley Elementary and Pacific Crest School. Unlike the traditional school book fairs sponsored by publishers like Scholastic, Santoro’s brings books from a variety of publishers and can tailor selections to suit the needs of the school. Santoro’s allows schools to choose whether they’d like the proceeds from the book fairs in cash or trade, offering a donation rate of 15 percent in cash, or 25 percent in book product which can be applied to any book currently in print.

Santoro’s also offers book fair vouchers so that parents can make purchases at the store up to 30 days after the date of the book fair, and also gives schools the option to host book fairs on site at the store. “It’s great for us. We raise money for their school and get that loyalty developed that’s just invaluable,” Santoro said.

For as much time as Carol Santoro spends encouraging children to latch on to her own love of reading, she also cultivates relationships with the adults in her community by participating in Phinney Reads, a neighborhood-wide reading program. The store offers books chosen by the Phinney Reads program at a 15 percent discount and hosts a monthly discussion session. Santoro’s even has it’s own in-store book club called Ridge Readers, which meets monthly.

For more information about Santoro’s book fair programs or other events at the store, visit www.santorosbooks.com.