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J&M Bookstore changing name to J&M College Store

64 J&M crop
Though it never came to a name change, J&M, which is celebrating its 60th anniversary this year, has been crafting itself as a “souvenir headquarters” for years. This ad from 1964 didn’t even include the word “Bookstore.”

Auburn Oaks. Toomey’s Square. Now another downtown Auburn institution has hopped aboard the rebranding bandwagon.

According to The Auburn Plainsman, J&M Bookstore has begun the process of changing its name to J&M College Store.

Blame the e-book.

From the Plainsman:

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 sign outside won’t be the only thing different about the store in the future. You can read more about what’s new for Auburn’s oldest bookstore here.

Related: The J&M ‘Dry T-Shirt Sale’ of 1979.

About Jeremy Henderson

Jeremy Henderson is the editor of The War Eagle Reader and co-host of Rich and Jeremy in the Mornings on Wings 94.3 FM in Auburn. Follow him on Twitter: @wareaglereader / @jerthoughts / @RichandJeremy

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