I am a bookseller by profession. I retired from the business in 2010. My store, Goerings Book Store, opened in the fall of 1971. Founders Harvey and Viola Goering, bought a Little Professor franchise, but like all franchises, that had its advantages and disadvantages. It helped two book-store novices open book store, but the franchisor didn’t provide much assistance after the opening. The Goerings bought out their agreement in the 1970s. They later sold their store to their employees, Thomas Rider and Elizabeth Rainbow.
The store was located at University & Thirteenth, a great location, except that the parking was terrible. Just across from the University of Florida, it had enjoyed a brisk walk-in business. In 1979 we moved the store out to the Westgate Shopping Center at West University Avenue and 34th Street. We had a much larger space, were neighbors to good locally-owned retailing, and lots of good parking. We maintained our textbook business on NW 1st Avenue, just two blocks from the UF Campus. The third and last move was to combine both stores in the NW 1st Avenue location. It did not well and we closed in the spring of 2010, after 39 years in the book business
These are reproductions of some of the many ads that we ran in The Gainesville Sun and the Independent Florida Alligator over the store’s thirty-nine years. We believed in newspaper advertising, particularly since 75% of it was paid for by publishers of the titles that we advertised. But occasionally we advertised the store in general. And even had some fun.