National Book Store, the Philippines’ largest and most cherished retail chain for books and school supplies, owes much of its success to its co-founder Socorro Ramos, lovingly known as Nanay Coring. Her instrumental role in catapulting my books to success and transforming me into a bestselling author is a testament to her enduring legacy.
My personal connection to Nanay Coring’s legacy dates back to 1992 when I embarked on the journey of writing my very first book, “Contemporary Marketing Strategy in the Philippine Setting.” During this time, I was teaching part-time at the Ateneo de Manila University, and many of my students frequently requested copies of my lecture notes. Their genuine interest served as the spark that ignited my determination to translate my knowledge into written words.
Armed with my manuscript, I took a bold step and paid an unscheduled visit to Nanay Coring’s office. To my astonishment and joy, she personally reached out to me the following day after perusing my book. That pivotal phone call marked the commencement of an extraordinary partnership.
In our conversations, Nanay Coring’s resolute and business-savvy nature shone brilliantly. When we delved into discussions regarding margins, she conveyed her expectations with crystal clarity. Yet, she generously extended the opportunity for me to exceed her expectations, and without hesitation, I wholeheartedly chose to make her happy. This decision led to a swift and mutually satisfying agreement.
Nanay Coring graced my first book launch, a modest gathering at the Elks Club in Makati. In those pre-social media days, invitations were dispatched via traditional mail or rotary telephones, necessitating considerable effort to secure attendance. It was at this event that Nanay Coring proposed that my next book launch should be hosted at National Book Store — a suggestion that laid the foundation for a long-lasting partnership.
The initial 5,000 copies of my debut book, delivered to National Book Store, disappeared from the shelves within a mere three months, prompting a reprint. Imagine my delight when I stumbled upon an advertisement prominently featuring my book, financed by National Book Store. Further revelations uncovered that Nanay Coring had instructed branch managers to showcase my book with prominence. A branch manager even confided that Nanay Coring had urged them to treat my book as if it were a National Book Store exclusive. This pivotal moment in my career culminated in my status as a bestselling author, all thanks to the unwavering support of Nanay Coring.
Years later, I had the privilege of crossing paths with Nanay Coring outside a church, and her warm greeting filled me with gratitude. She not only remembered me but also extended an open offer of assistance in the face of any challenges I might encounter. I took her up on this offer and visited her on my birthday. In her characteristic generous spirit, she instructed her staff to procure ice cream and invited her category buyers to join us in an impromptu celebration of my special day.
Nanay Coring, with her nurturing, motherly demeanor and unwavering commitment to business excellence, left an indelible mark on my life. She encouraged me to continue writing more books, citing the scarcity of marketing literature in the Philippine setting, and her words were imbued with genuine sincerity. Without her guidance and wholehearted support, I might never have ascended to the status of a bestselling author.
To this day, all my book launches proudly bear the National Book Store banner. This professional partnership is more than a business collaboration; it represents a deep, emotional connection I hold with this venerable institution.
My latest book launch almost didn’t happen at Shangri-La Mall, but I assured National that they would still handle sales even if the venue was different.
Mam Socorro Ramos, I extend my heartfelt gratitude to you for your unwavering support and for igniting the fire within me to continue writing within the Philippine context. In my forthcoming book launch of “Marketing for Beginners: Start Strong. Succeed Fast” on October 11, 2023, at 6 PM, I am thrilled to introduce my co-authors, marketing anthropologist Chiqui Escareal-Go and digital consultant RG Gabunada. They, too, aspire to pen their own literary works in the future, carrying forward the legacy you have inspired.
As we commemorate your 100th birthday, your influence resonates not only within the hallowed halls of National Book Store but also in the hearts of countless authors and book enthusiasts whom you have inspired. Happy centennial, Nanay Coring! Your legacy of books and your fervent dedication to knowledge will continue to flourish in the Philippines and beyond.
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Josiah Go is Chairman and Chief Innovation Strategist of Mansmith and Fielders Inc.
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