J&M Bookstore on South College Street is looking to adapt to the changing environment in today's textbook industry with a name change and a new sales focus.
The well-known establishment located near Toomer's Corner is known for its catchphrase, "A Tiger of a bookstore," and it is a popular destination for tourists or fans on gameday.
While the store has focused on selling textbooks since it's opening in 1953, the emergence of the e-book, or textbooks that can be purchased electronically at a cheap price, has badly hurt textbook sales.
Traditional college bookstores like J&M are having a difficult time competing with the low prices that e-books offer.
Trey Johnston, co-owner and the face of J&M Bookstore, said with this changing textbook market certain measures must be taken to stay competitive.
"I can't compete with book prices, so we're trying to do a better job of becoming a college store with university supplies and memorabilia," Johnston said.
One major step toward reaching that goal includes removing 'Bookstore' from the store's title.
"We've already been in contact with attorneys, trademark licensing people and other people who handle the legal issues with changing our trade name to 'J&M College Store.'" Johnston said.
The name change is the start of a transition from being a traditional college bookstore to becoming a vendor focused on supplying university-specific supplies, such as art supplies, along with increasing its merchandise and apparel sales.
This J&M location was opened in 1953, however, Trey's father George Johnston and his partner Paul Malone purchased two other Auburn bookstores, Hawkins' Bookstore and Burton's Bookstore.
By acquiring Burton's, which was opened in the late 1800's, J&M became Auburn's oldest bookstore. While J&M may not have "bookstore" in its future name, Johnston stressed that they would always sell textbooks, just in a lesser capacity.
"We go back to 1878 as a college bookstore on this block," Johnston said. "I always want to sell textbooks and be a part of serving Auburn University."
Johnston also said he does not plan on expanding the store.
"It will likely result in the elimination of the beautiful 8,000 sq. ft. store located on Donahue and College Street," Johnston said.
The reason the new store would close is because of the lack of foot-traffic on football gamedays that generates a large amount of sales for the original location.
As J&M makes it's move toward a new direction, one thing has not changed. Johnston and his associates and staff still plan on serving the Auburn family.
"I take a lot of pride in my family having J&M since 1953," Johnston said. "We will try to maintain and continue our service to Auburn University."
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