Waterstone's have announced that as part of their rebranding they will be placing a greater emphasis on local authors in their stores. Each store will focus on local events and book groups as well as selling national bestsellers. This attempt to evoke the atmosphere of a small, local bookshop seems a bit contrived as they seem to have the monopoly on bookshops in Britain. By offering a more localised service they are perhaps trying to have an edge over cheaper online competitors like Amazon. However, it is unfortunate that this local feel will be prescribed by a national brand.
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