For This Iconic Bookstore, Digital Isn't Just a Footnote

It's a new era for bookworms. With e-readers and audiobooks gaining popularity, many brick-and-mortar bookstores are unable to survive the competition: Just four years after the introduction of the Kindle, 40-year-old bookstore giant Borders filed for bankruptcy. Strand Books is the sole survivor of "book row," a section of New York City's 4th Avenue that once housed nearly 50 bookstores. So how has Strand (founded in 1927) managed to stay afloat - and thrive - in a world of podcasts and ebooks? The answer is simple: By embracing social.