“These book fairs and awards create an opportunity for the bookstore to re-display some featured books.”
Kojima analyzed the Japanese publishing market: previously an Akutagawa Prize or a Naoki Prize would basically guarantee sales, but today that is no longer the case. He said what now moves books more are Kono Mystery ga Sugoi, founded in 1988 by Takarajima, and the Bookstore Award. He also explained the shelf dynamics: new books are stacked flat, a shop can only display a limited number of titles and turnover is constant, so book fairs and awards create an opportunity for the bookstore to re-display titles that otherwise would sleep in the back room. He presented that as the rationale for his own fair.
“It was started in 1988 by Takarajima Inc. […] If one got the Akutagawa Prize or the Naoki Prize, the book was basically destined to sell well. Nowadays, that isn't the case. […] This mystery and Book Seller's Award now play a bigger role in sales. […] These book fairs and awards create an opportunity for the bookstore to re-display some featured books.”