{"id":9802,"date":"2011-07-27T12:59:10","date_gmt":"2011-07-27T19:59:10","guid":{"rendered":"http:\/\/eltecolote.org\/content\/?p=9802"},"modified":"2011-07-27T13:06:57","modified_gmt":"2011-07-27T20:06:57","slug":"modern-times-survives-while-borders-falls-by-the-wayside","status":"publish","type":"post","link":"https:\/\/eltecolote.org\/content\/en\/modern-times-survives-while-borders-falls-by-the-wayside\/","title":{"rendered":"Modern Times survives while Borders falls by the wayside"},"content":{"rendered":"<figure id=\"attachment_9806\" aria-describedby=\"caption-attachment-9806\" style=\"width: 600px\" class=\"wp-caption alignnone\"><a rel=\"attachment wp-att-9806\" href=\"https:\/\/eltecolote.org\/content\/2011\/07\/modern-times-survives-while-borders-falls-by-the-wayside\/modern-times_02-2\/\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-9806\" title=\"Modern-Times_02\" src=\"https:\/\/i0.wp.com\/eltecolote.org\/content\/wp-content\/uploads\/2011\/07\/Modern-Times_021.jpg?resize=600%2C478&#038;quality=89&#038;ssl=1\" alt=\"\" width=\"600\" height=\"478\" srcset=\"https:\/\/i0.wp.com\/eltecolote.org\/content\/wp-content\/uploads\/2011\/07\/Modern-Times_021.jpg?w=600&amp;quality=89&amp;ssl=1 600w, https:\/\/i0.wp.com\/eltecolote.org\/content\/wp-content\/uploads\/2011\/07\/Modern-Times_021.jpg?resize=313%2C250&amp;quality=89&amp;ssl=1 313w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><\/a><figcaption id=\"caption-attachment-9806\" class=\"wp-caption-text\">The store front of Modern Times new location on 24th Street. Photo Luis Garc\u00eda<\/figcaption><\/figure>\n<p>40 years ago, two bookstores opened in different parts of the country; Borders in Ann Arbor Michigan and Modern Times on 17th and Sanchez streets in San Francisco.<\/p>\n<p>Borders\u2014which grew into a nationwide, corporate bookstore chain\u2014is now closing its remaining 399 stores and laying off over 10,000 employees.<\/p>\n<p>Modern Times Bookstore\u2014an independent and collectively owned business\u2014has faced many social and financial challenges, but is still in business and now operating at a new location, right here on 24th at\u00a0 Florida Street, el coraz\u00f3n, of the La Mission.<\/p>\n<p>It\u2019s been just two months since Modern Times moved out of it\u2019s 3600 square foot location on Valencia at 20th Street, where it had been since 1991. After losing their lease last April they were able to quickly find and reopen at 2919 24th Street, where Ruth Mahaney\u2014a member of the collective since 1973\u2014said they have found a welcoming neighborhood where many of their customers actually live.<br \/>\n\u201cA lot of our customers from Valencia are popping in and saying, \u2018Oh, I\u2019m so excited, now you are closer to me,\u2019\u201d she said.<\/p>\n<p>Mahaney said that times have changed since 1991, and that the competitive threat from \u201cbig box\u201d retailers like Borders has been overshadowed by online retailers and now the ever more pervasive e-readers, both of which played an active role in the demise of Borders.<\/p>\n<p>\u201cI\u2019m sad to see another brick and mortar shut its doors,\u201d Mahaney said about news of the closure. \u201cI think it\u2019s important to have a place where people can browse and discover new books that they couldn\u2019t online.<br \/>\nMahaney pointed out that Valencia Street has also changed since 1991, and even though business at the new location hasn\u2019t quite caught up with previous levels, moving to the 24th Street corridor has meant a welcome change of pace.<\/p>\n<p>\u201cCertainly the neighborhood there [on Valencia Street] has been gentrifying for a while, and in some ways, [the new location] feels more like Valencia felt when we first got there\u2014I love the neighborhood,\u201d she said.<br \/>\nModern Times sells both new and used books and are well known for carrying specialized titles in fields like multicultural literature, social issues, cultural theory and sexual politics.<br \/>\nAnd while most bookstores only carry a limited amount of titles in Spanish\u2014if any at all\u2014Modern Times has a large selection of books in Spanish.<\/p>\n<p>\u201cWhat I have noticed here [at the new location] is a greater variety in requests, in terms of books,\u201d said Modern Times\u2019 Spanish book buyer, Graciela Trevisan. \u201cThey ask for books on spiritual subjects or specific political issues in Latin America, which shows this is an area that has more Latinos and Latinas that live, work and walk around this area. They know, hear and read about books published in Latin America and Spain.\u201d<\/p>\n<p>Trevisan said that in addition to carrying the works of well-known Spanish-language authors, like Garc\u00eda M\u00e1rquez and Roberto Bola\u00f1o, she also seeks out inexpensive books about topics of interest to Latinos, like improving health or learning to speak English.<\/p>\n<p>She added that she works closely with a group of publishers that exclusively distribute Spanish-language books and is always looking for new titles, especially those about gender and LGBT issues, which are easy to find in Mexico, Argentina, Brazil and other countries, but not here in the United States.<\/p>\n<p>\u201cI really want to show the diversity of who we are and who our community is, to be able to have books for everyone,\u201d she said.<br \/>\nThere is also a Spanish-language book club, \u201cCirculo de Lectoras es de Literura en Espa\u00f1ol,\u201d that meets every fourth Tuesday at the bookstore.<br \/>\nIn August, Trevisan said there will be a reading of \u201cLa Sirvienta Y El Luchador,\u201d (The Maid And The Fighter) by Salvadoran writer, Horacio Castellanos Moya.<\/p>\n<p>So far, Mahaney said that the neighborhood has been very supportive, but that the store is not getting the amount of business it did on Valencia Street. She is hoping things will \u201cperk up.\u201d<br \/>\n\u201cWe need people to find us again,\u201d she said.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>40 years ago, two bookstores opened in different parts of the country; Borders in Ann Arbor Michigan and Modern Times on 17th and Sanchez streets in San Francisco. Borders\u2014which grew into a nationwide, corporate bookstore chain\u2014is now closing its remaining 399 stores and laying off over 10,000 employees. Modern Times Bookstore\u2014an independent and collectively owned [&hellip;]<\/p>\n","protected":false},"author":8,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"newspack_popups_has_disabled_popups":false,"newspack_featured_image_position":"","newspack_post_subtitle":"","newspack_article_summary_title":"Overview:","newspack_article_summary":"","newspack_hide_updated_date":false,"newspack_show_updated_date":false,"footnotes":""},"categories":[7],"tags":[765,357],"coauthors":[],"class_list":["post-9802","post","type-post","status-publish","format-standard","hentry","category-news","tag-24th-street","tag-modern-times-bookstore","entry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Modern Times survives while Borders falls by the wayside - El Tecolote<\/title>\n<meta name=\"description\" content=\"40 years ago, two bookstores opened in different parts of the country; 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