Bookshop.org Generates £1 Million for Independent Bookshops in Just Four Months

bookshop

Chener Books (London)

200,000 customers flock to ethical ecommerce platform, as book buyers vote with their wallets to support the high street while shopping online

Independent booksellers report that Bookshop.org has helped them avoid putting staff on furlough, attract new customers, build an online presence, feel connected to their customer community and even open new stores

 Bookshop, the book buying site that empowers socially conscious shoppers to financially support independent bookshops when shopping online, has generated over £1million in profit for indie booksellers in just over four months of trading, with over 200k customers embracing the new platform to date.

The East Gate Bookshop (Totnes);

At a time when the majority of the UK’s bookshops have been forced to close their physical stores due to lockdown restrictions, by choosing Bookshop.org book-buyers have generated over £1million in profit for the 410 independent bookshops using the platform.

 As of 4 February 2021, 82 per cent of sales on Bookshop were generated by titles selling four or less copies each, and 54 per cent from titles selling a single copy, demonstrating how the platform helps draw attention to books beyond bestseller lists and celebrates diversity within the publishing ecosystem.

Booksellers using the platform have reported the many ways in which Bookshop.org has been a financial lifeline in a particularly challenging time, with the additional income allowing many to avoid furloughing staff, pay out Christmas bonuses, strengthen their online presence to better compete online, and even open new stores.

Miranda Peake from Chener Books, London, who likewise hasn’t previously had the resource for online bookselling, reported new customers discovering her shop online: “I had no expectations when we joined Bookshop.org in November, but it was very successful for us right from the word go. I haven’t had the time or resources to set up an online shop, so having a well-managed, efficient and lovely looking website to direct customers to has been absolutely brilliant. It’s been so gratifying to see so many of our regular customers using the website, as well as lots of new customers, friends and contacts from further afield who are not able to visit the bookshop but want to support us. We are enormously grateful to be part of this initiative.”

 

Nigel and Claire Jones were able to open The East Gate Bookshop in Totnes in December. The co-founders said: “The positive impact of customers being able to buy from our shop has been immense. And it’s not just the revenue that Bookshop.org creates – which of course is essential. Having an online presence confirms to our customers that we are a ‘proper’ professional retailer; it’s what’s expected, but we’d never have the skills, time or the deep pockets to operate online at all without Bookshop.org. Bookshop.org arrived in the nick of time for us, I honestly don’t think we could have managed financially and emotionally without it.”

 

Bookshop.org offers an ethical online marketplace that ensures independent bookshops receive 30 per cent of the cover price from each sale they generate on the platform. Moreover, 10 per cent from any sale not attributed to a specific bookshop goes into the shared profit pool. In addition, a number of publishers – including Canongate, Atlantic, Murdoch, Profile, Serpent’s Tail, Faber, Pushkin Press, Scribe, Nosy Crow, Simon & Schuster, Pan Macmillan, PRH, Hachette, Usborne and Europa Editions – have chosen to forego their 10 per cent affiliate commission and opted for it to go into the shared profit pool, to be split equally by independent bookshops using the site.

A recent survey conducted by the Booksellers Association found that 80 per cent of booksellers had a “good” or “very good” experience of using Bookshop.org to date.

Meryl Halls, MD at the Booksellers Association, commented: “The £1m milestone for Bookshop.org is a remarkable moment for indie bookselling, and in the fight against Amazon’s dominance in the book market over the last 10 months.   For those booksellers using the platform, Bookshop.org has provided a lifeline, often, and an additional sales channel, to indie booksellers forced to close and otherwise struggling to provide an ecommerce offer to their loyal customers.  The team at Bookshop.org deserve huge credit for the speed of the launch, the empathy and openness they’ve shown to booksellers and the supportive community they’ve created for their users.    In our newly hybrid world, the need for online bookselling is not going to abate, and we are delighted that indies are now able to join the other high street booksellers, Waterstones, WHS, Foyles and Blackwells, in reaching book-buyers online – and we urge publishers and authors to link to specialist high street booksellers online, rather than lazily linking to Amazon, who certainly don’t need the money.”

 With over 6,000 affiliates – spanning publishers, authors, book bloggers and beyond – using the site to support bookshops, the early success of Bookshop.org has been welcomed by many publishers:

 

Stephen Page, Chief Executive at Faber, said: “A clear truth that has been emphasised this past year is that independent booksellers play a key role for readers in their discovery of a wide range of interesting books. The arrival of Bookshop.org ensures that independents now have a great partner whose service allows them to offer both a brilliant online and physical service to their customers.”

 

Bookshop was founded with the belief that independent bookshops are vital to our culture. As consumers are increasingly realising that where they spend their money matters, Bookshop.org offers an entirely new approach to online shopping, giving customers the power to support the local high street when they buy books online.

 

Highlighting recommendations from real booksellers, authors, publishers and beyond, Bookshop.org takes a human approach to book curation that avoids relying on algorithms, reflecting the unique browsing experience of a physical bookshop. Authors who have supported the platform by curating reading lists have often increased sales of the books featured, including: Elena Ferrante, Malorie Blackman, Marian Keyes, Nikesh Shukla, Julia Quinn, Edmund de Waal, and more.

 

 

Business of Books: Jane Cable talks to author & book designer Christine Hammacott

the-business-of-books-interviewswithjanecableJane Cable talks to author and book designer Christine Hammacott
 
How much of your working life does the business of books take up?
The business of books is extremely varied these days. Being an author doesn’t just involve writing a book. It can involve research, editing, marketing and promotion, social media, blogging, events and book festivals, to name but a few – anything that can help raise your profile.
I’m an author and also a book designer. I run my own graphic design consultancy and spend a lot of time working on logos and brand development across all media both in print and online. Three years ago, I joined forces with a couple of other writing friends to set up a indie-publishing co-operative. We’ve published seven titles so far including my own book. As a result of this I’ve been asked by other authors if I would design their covers. So two years ago I added book design to my portfolio of offerings and word seems to have spread as I’m now constantly working with other authors.  
My writing is a lot less disciplined than the design side, as I’m forced to write around family commitments, often snatching time at the laptop or with notepad and pen in car parks and corridors while my daughter is at one of her out of school activities. It isn’t ideal but it’s a one way of ensuring I have some regular time to write.
Jane Cable talks to author and book designer Christine Hammacott
What’s your business model for earning a living from books?
As far as earning a living from my writing goes I’m a long from doing that. I’m not convinced I’d actually like to solely write, although I would like to address the balance better. In an ideal world I’d like to spend the mornings writing and the afternoons designing with a walk with the dog in between.
I really enjoy designing book covers. My first job after art college was working for a publisher doing just that. I turn an author’s manuscript into a marketable ‘product’ that is visually appealing and conveys the genre and essence of the book. It can be quite difficult getting this across sometimes to an author but it’s important for a potential buyer to know immediately what they are buying and whether they want it. 
I think authors like working with me because I’m an author too and therefore understand where they are coming from and that their work is precious. A lot of them haven’t published before and part of my role is to gently hand-hold them through the process.
What do you write and what do you consider your major successes?
Years ago when I first started writing, I entered a Writing Magazine short story competition and won first prize. That success gave me the confidence to believe in my writing and undertake something larger. I now write psychological suspense. I enjoy finding out how ordinary characters cope in extraordinary situations. My debut novel is about a young woman who just want’s to get back to some sort of normality after a devastating fire that has left her homeless and a neighbour dead. Only she then finds she has a stalker and begins to fear for her safety. It’s a genre I particularly like as it’s very easy to imagine myself in the protagonist’s position and that makes it scary.
Tell me about your latest project
I’m working on another psychological suspense. This one is set in the New Forest and is all about living with consequences, morality, family relationships and how easily a situation can get out of hand. 
 
 
facebook   christinehammacott.author/
twitter @ChrisHammacott
 

The Business of Books: Passion For Publishing

the-business-of-books-interviewswithjanecableThis week I’m genuinely excited to welcome Karen Sullivan, the powerhouse behind the most talked-about independent publisher in the UK
 

1)   What is your book related job or business?

I am publisher and owner of Orenda Books, an independent publisher that specializes in literary fiction, with a heavy emphasis on crime thrillers and about half in translation. We turned ‘two’ last November.

 

2)   What is the most rewarding part of it?

In all honesty, all of it is rewarding. It is a genuine privilege to be in a position to work with talented authors from around the world, and to bring them and their brilliant books to readers. The Orenda list is very much my own taste, and I account to no one, so while I can often feel quite exposed when a new book comes out, it makes the positive response all the more exciting. With each little success, there is more attention paid to the list as a whole, and everyone benefits. 

 

I love the thrill of finding a new book, and working with authors from the moment a book is signed, right through the editing process and then onto marketing and PR and even sales … none of the original excitement is diluted en route. One of the most moving and satisfying parts of my job is publishing debuts, making some often very long-held dreams a reality. I work incredibly long hours, but as we inch towards increasingly strong book sales across all formats, shortlists for awards, mainstream press, invitations to prestigious festivals, and fantastic endorsements from highly regarded authors, every challenging moment is worthwhile and I am in a constant state of wonder that this is mine!

 

karen sullivan, writing, publishing, Jane cable

Credit: Ian Patrick

 

3)   What do you consider to be your major successes?

There have been many! It was fabulous to be shortlisted (twice) for the Nick Robinson Newcomer Award at the Independent Publishing Awards. Watching Ragnar Jonasson’s debut novel Snowblind knock The Girl on the Train off the number-one kindle spot for the first time was unbelievable (sorry, Paula!), as were the exceptional sales of the Dark Iceland series. We’ve had three books selected for the excellent WHSmith Fresh Talent promotion (Amanda Jennings’ In Her Wake, Agnes Ravatn’s The Bird Tribunal ­[translated by Rosie Hedger] and Matt Wesolowski’s Six Stories), and The Bird Tribunal was a Radio 4 Book at Bedtime. Ragnar’s Nightblind won Most Captivating Crime in Translation at the Dead Good Reads Awards at Harrogate, and In Her Wake was shortlisted for Most Recommended Read. Louise Beech’s How To Be Brave was a Guardian Readers’ Pick, as was Ragnar’s Blackout. David F. Ross’s The Last Days of Disco was sold for stage to the Scottish National Theatre, and to Random House in Germany. It was the first-ever book that I published, and a massive boost! 

 

There are more of these ‘individual successes’, but I suppose the most exciting thing is to see the company grow. We quadrupled turnover in less than two years, and Orenda Books is definitely becoming a recognizable name both with readers and in the trade. Every positive review (and there are thousands), every bit of support from the ‘community’, every opportunity to bring my brilliant authors to festivals and events and bookshops, has added to the thrill of it all.  

 

 

4)   Have you always loved books, and what are you reading at the moment?

I have always been a reader. My dad was transferred a lot when I was young, and books were my solace and my friends. I would take a dozen books out of the library every week and be transported! When I was about eleven, I read a novel where the protagonist got a job in a publishing house, reading the slush pile. I couldn’t believe it! That was a job? And here I am! I always have a few books on the go. I’m reading Stav Sherez’s The Intrusions and Sarah Perry’s The Essex Serpent at the moment, plus first drafts by Orenda authors, including Louise Beech’s Maria in the Moon and Michael J. Malone’s House of Spines. All are AMAZING!

 

Karen Sullivan is founder and publisher of independent publisher Orenda Books, and a Bookseller Rising Star for 2016.

From West Coast to West Country by Maya Pieris

From West Coast to West Country by Maya Pieris1Antonia Squire is building up a loyal clientele for the Bridport Bookshop including dogs- they love the classy doggy biltong available and not just with a book buy. Brought up in Surrey and educated in Harrogate, Antonia upped sticks aged 20 for California, married an American and was happily living in the world of independent bookshops in San Francisco- first Kepler’s and then The Reading Bug- where she was the children’s book buyer amongst other roles.

 

Until a holiday in the UK in 2014 when they did a progress from Yorkshire to Cornwall and became one of many smitten with the idea of the south-west and Cornwall.  She came across the sale details for the Bridport Bookshop, voted one of the Guardian’s top 50 indie bookshops, took a detour on the way back to Heathrow and discovered the delights of the town and the potential of the shop, one of several book emporiums including two excellent second hand/antiquarian shops, a Waterstones and a wonderful Oxfam which has a brilliant range of “loved” Penguins.

From West Coast to West Country by Maya PierisThe result was changing coast and country but still keeping the west bit and, with husband and dogs in tow, becoming a bookshop owner. And discovering the challenges involved in running a business in a new country! Small but vital changes were made to the shop’s geography, not quite Hogwarts, but involving moving the counter to the back of the shop so the customer can see in and the staff can see out and increasing the size and range of the stock. “I’m a bookseller. The stock is the most important element of the shop and  knowing what people are going to want to read and not just what a publisher wants to see displayed is more art than science”.

 

She sees no problems with co-existing with the variety of other booksellers, her goal is to be the place people come to find the things they don’t know they want. Almost a year on, she is well on the way to establishing that indie bookshops are an invaluable resource to a town. So many people want the individual experience that can only be achieved by a true “shopkeeper” and, she has observed, people are very loyal, although she has had to tone down the “hi my name is kelly how are you today?” customer service style – less touch feely than she’s been used to but she still says hello!

From West Coast to West Country by Maya Pieris3And she is aware of the potential of the indie bookshop as a grassroots support for the community, working more closely with schools in supporting their curriculum needs as well as providing a venue for local authors to promote their works and judging local poetry and fiction slams. In particular she has developed links with the Open Book festival, a festival for and by the local community about literacy rather than literature which is more the remit of the more formal Bridport Literary Festival (which she is also working with to help develop the Children’s Programming). The shop will be supporting the Bridport Big Read as well as a pop up drama production. So over halfway through her first year she is restoring an independent bookshop into the literary and literate heart of the town. And she giftwraps the books too!
* Frost would love to hear about other Independent Bookshops – contact: frost@margaret-graham.com

 

 

THE FAERIE TREE: A Book In The Making | Beltane

THE FAERIE TREE- A book in the making | BeltanefairytreeaprilBeltane: a season of fertility and fire, a time to welcome new life into the earth. A good time to contact spirits or interact with the Fae.

After the rigours of the last few weeks I am absolutely convinced that releasing a new book is akin to passing through fire. Or at very least, virtual fire. I seem to have spent most of my time tweeting, googling, goodreading, facebooking and linking in. Even my dreams – or nightmares – have been seen through the prism of my laptop or iPad screen.

Why? I have been chasing the writer’s holy grail: reviews. In a world where there are thousands of books, how else are readers to choose what to read? And without the right number of reviews (rumoured to be at least fifty) you are not going to kick on with those all important Amazon search algorithms.

THE FAERIE TREE- A book in the making | BeltanebluebellsinFT

Of course hunting down reviews is a potentially risky business because even when you ask… or suggest… that bloggers and other opinion formers review the book you cannot, quite rightly, influence what they say. With my first novel, The Cheesemaker’s House, I had my (only) one star review early on so I got it out of the way. With The Faerie Tree I’m still waiting. No fewer than three stars anywhere. Yet.

Of course there are reviews which are downright irritating and it just isn’t the done thing (again, quite rightly) to reply. Top of my list are the people who spell the main characters’ names wrong; I know reviewers are busy people but if they have skim-read a book they ought to admit to it. I subscribe to the Alliance of Independent Authors’ Ethical Author code (for more information see here: http://allianceindependentauthors.org/ethical-author/) and part of that is about being open and transparent when I review other people’s books. I would love all reviewers to do the same.

On the upside, there are reviewers you just want to pick up and hug. Like the one who completely got the fact that part of my reason for writing the book was to give people who suffer from depression a positive portrayal. Like the one on Goodreads who realised the book wasn’t really their thing but gave it three stars anyway because it was well written. Like the reviews that just make me laugh.

Some of that laughter could just be relief. Until a book is out there you never really know how it will be received. Overall, it’s doing really well; 4 ½ stars on Amazon and 4.1 on Goodreads. People are generally gripped by it – one reader in South Africa finished it by torchlight during a power cut. They are enjoying the characters, their relationships, their stories.

But I am learning, too. Of course it’s too late to change The Faerie Tree now but there is a significant minority who are finding one of the main characters irritating – have I got that wrong? And others feel the resolution of the mystery is too obscure… or even completely lacking. Should I have spelt it out a little more? All useful things to consider as I complete the first draft of my next offering and begin the editing process.

But, being Beltane, I have lifted my eyes from the screen and ventured out into sunshine in the natural world. Where better to go than the fairy tree wood in Hampshire where the story began? And to thank the faeries, elves and pixies who live there for their very large contribution to the success of their book.

The Faerie Tree is available as an ebook or paperback from Amazon, Kobo, Waterstones and to order from all major bookstores. Find out more at http://janecable.com/the-book/4588312168 .

 

 

The Words for the Wounded Litfest – Review by Pat Heath

What a brilliant day at Downley Community Centre, 18th April 2015.

This inaugural one-day opportunity for new and established writers, and for readers, did what it said on the packet. We laughed with, learned from, and mingled amongst, experts in the world of writing at the Words for the Wounded (WforW) LitFest. It was organised by the ‘Writing Grannies’ who run the charity.

The Words for the Wounded Litfest  -  Review by Pat Heath

To open the day, Matt Pain, Trustee, reminded us that the average age of wounded soldiers is 25 years old, which proved thought provoking.

The Words for the Wounded Litfest  -  Review by Pat Heathwelcome

Margaret Graham (‘writing grannie’) and Katie Fforde (WforW patron) opened the day with conversazione. These two bestselling authors covered key aspects of fiction writing, including sub-plots, the need to inhabit your characters and how to deal with a ‘soggy middle’. Something that troubles many of us – writers or not.

A massive amount of invaluable information was delivered with quick fire wit, during this hilarious and valuable session. Meg Cannell presented chocolates to Katie.

The Words for the Wounded Litfest  -  Review by Pat Heathkatiemegmg

After book signing and coffee it was time for some murder and mayhem, with two ‘Midsomer Murders’ TV writers, Rachel Cuperman and Sally Griffiths. Rachel and Sally explained the practical aspects of TV play-writing, punctuated with their own amusing anecdotes.

The Words for the Wounded Litfest  -  Review by Pat Heathrachelsally

Lunch followed, with wine and coffee, organised by Jan Speedie (‘writing grannie’), Margaret’s family and Josh Edwards. It was partially sponsored by Tesco, Morrison’s and Starbucks. A feast, it must be said, and the team did a fantastic job. Seamless.

Many authors choose the Independent Author publishing route and successful ‘Indie’ writers, Amanda Hatter and Catriona Troth, chaired by Penny Deacon, (writing grannie) described how to produce a high-quality self-published book,. This time Penny Deacon (writing grannie) chaired the session as Amanda gave many useful marketing tips, including how to penetrate large chains such as Waterstones, and Catriona explained the advantages of working as part of a writers’ collective, such as Triskele Books.

The Words for the Wounded Litfest  -  Review by Pat Heathcallum The Words for the Wounded Litfest  -  Review by Pat Heathtriskele

Felicity Trew, from Caroline Sheldon Literary Agency was introduced by Penny Deacon and gave a power-point presentation in which she explained the role of literary agents: negotiating publishing deals, making sure the contract protects current and future income opportunities, and chasing payments/royalties.

The Words for the Wounded Litfest  -  Review by Pat Heathpdprojector

She also advised on how writers should approach agents, using amusing spoof emails to illustrate her points, and she reminded the audience to check agent’s submission instructions. Her agency’s website has a useful list of ‘pet hates’ including applicants omitting the requested information and obvious ‘carpet bombing’ applications.

Felicity was at the LitFest all day, and was enormously generous with her time.

Finally, Jan Speedie introduced Penny Deacon who talked about why she ‘turned her back on romance and took to murder’. She compared her experiences of writing Mills and Boon to that of crime fiction. This was a relaxed and amusing end to an inspirational, funny, information-packed day.

The Words for the Wounded Litfest  -  Review by Pat Heathjan=pd

Prizes, donated by artist Sharon Bennett, Tesco, (Bollinger champagne) The Wellington, and Katie Fforde were raffled for WforW. Speakers were given boxes of chocolates, partially funded by Thornton’s and delegates were given books donated by Random House. Penny Gerrard made biscuits from heaven and Susan Atkins’ chocolate cake was seriously good.

One clever touch was the notepads and biros on every seat, for invaluable notetaking. Everything was so carefully thought out. It makes a difference.

Next year’s LitFest line up of speakers will include Elizabeth Buchan, bestselling author (patron of WforW) Jemima Hunt, Literary Agent, Catherine Balavage, e-magazine owner (Frost Magazine), and Tracy Baines, successful genre short story writer.

A total of £1,500 was raised by the inaugural LitFest for the rehabilitation of the wounded.

http://www.wordsforthewounded.co.uk

 

 

 

Independent Bookshop Opens Doors to Independent Authors

by Catriona Troth.

Foyles on London’s Charing Cross Road, is playing host to The Indie Author Fair (IAF) on Friday 17th April 2015.

IAF 2015 Flyer Front

When we wrapped up the Indie Author Fair 2014, most of us assumed that would be it for another year. That was before the Alliance of Independent Authors (ALLi) approached us to run their Member Showcase at the London Book Fair Indie Author Fringe Festival, run by The ALLi /Indie ReCon.

indiereconalli-logo

IndieReCon is a free online writers’ conference, which has been running since 2013. This year, they are working with ALLi to run a live event at Foyles, London’s largest indie bookstore, with the support of London Book Fair’s Book and Screen Week.

To follow this, Triskele Books are organising a second Indie Author Fair – a pop-up bookshop at which more than fifty of ALLi’s members will be represented. The Fair is being sponsored by XPO North, who are bringing with them an exciting group of emerging writers from the Highlands and Islands.

publishing, book, books, writing, authors, festivals

“Bringing writers and readers closer together is a core part of ALLi’s mission,” said Orna Ross, Director of ALLi (Alliance of Independent Authors). “We are delighted that the Indie Author Fair will showcase the talent and enterprise of so many ALLi members and look forward to fostering new author-reader bonds at the fair.”

Indie Author Fair 2015 will take place from 16.30–19.30 and is FREE to the public with drinks reception, goodie bags and personalised signed copies available.

You can read about the full collection of books and authors on show at the Fair here.

Organiser Catriona Troth said, “The Indie Author Fair is an unmissable event for readers, writers, publishers and observers of the publishing scene, providing an opportunity to meet the best indie authors in the business, talk to experts and discover great new books.”

 

 

 

THE FAERIE TREE: A Book In The Making

faerietreejanecableImbolc: When the days are getting longer and the earth is getting warmer, a time of fertility and fire, and of focussing on our own magical gifts and abilities.

Being an author is in some ways akin to parenthood. Although not, of course, quite so important. But it is an act of creation (albeit solitary), nurture, and then letting your offspring go to make its own way in the world.

The last part is the hardest. Time and again while checking the proofs for The Faerie Tree I was assailed by awful thoughts: it’s not good enough; nobody’ll like it; it will fail. Time and again I had to remind myself to have faith in my editor’s view – and in the opinions of others who have read it.

But when your book makes its way into the wider world it isn’t enough to hover at the school gates for twenty minutes then go home and cry. You have to shout about it – tell the world – make them want to buy it.

So the last month has been focussed on marketing – which isn’t necessarily one of my own magical abilities. I know the theory, but somehow I don’t have the knack of pushing myself that some other authors have. I just don’t know how to stand there and say “Buy my book – it’s amazing.”

The first step in marketing is getting your book into places where people can buy it. Matador does a great deal of this for me, particularly the online stuff. On 21st March (or maybe a little before) it will miraculously appear on Amazon, Kobo, iBooks, Google, Waterstones & WH Smith online. It will be sitting on marketing platforms like Goodreads and I’ve Read That. It will be available for bookshops to order through the industry’s main wholesalers – but the job of persuading them to actually stock it will be down to me.

While the cut price books offered by the big retailers are great for readers they aren’t so good for writers because they have pushed many local booksellers out of business. The chain stores have a stocking policy which rules out local decision making, leaving independent authors and many traditionally published ones out in the cold. Even where they exist the independent book trade can be timid too – before giving it valuable shelf space they have to be sure a book will sell. It’s not their fault – most of them are living hand to mouth and cannot afford to take potentially costly risks. Even on sale or return.

Inevitably many sales are online (The Cheesemaker’s House sales to date are about a 50:50 split ebook and paperback, with half the paperbacks being sold through Amazon) so the marketing focus has to be here too. The first thing I did was organise a blog tour so I am at least guaranteed some coverage around the launch date. The next thing is to make sure the book is available for reviewers, booksellers and librarians to download via Netgalley. And book a Netgalley promotion to make sure it stands out from the crowd.

Other marketing musts are updating my website (www.janecable.com) ready for the beginning of March; moving my Amazon author profile to their new format (long overdue); and polishing up my Goodreads profile, Twitter masthead and Facebook page.

And if that wasn’t enough I’ve also got this really crazy idea to create a faerie tree for my home city of Chichester. I’ll certainly need more than a little help from the hidden folk to pull that one off…