A Brief History of Modern Times
Since 1971, Modern Times has survived the collapse of the New Left from which it emerged, the assault of chain bookselling, the death of independent stores throughout the country, gentrification of the Mission, and the competition from online booksellers. We see this as testimony to the commitment of our community to a literate and lively exchange of ideas and ideals. We wouldn't be where we are without support from our ever-expanding community of friends, members, customers, authors, artists, and activists.
History
Modern Times opened its doors in a 750-foot space on 17th Street at Sanchez in 1971, on an initial investment of just $5000. Hard to believe. It was one of the many "movement" bookstores that sprang up in major US cities, in response to the optimism and turmoil of the times, when the war in Vietnam was still raging and young people by the thousands were taking to the streets in protest.
As the hopes and passions of the 60s gave way to disillusionment in the 70s and political reaction in the 80s, most of these stores vanished like mayflies. Modern Times faced severe financial crisis; we responded by transforming our vision of what the store should be. We realized that by addressing ourselves only to self-defined political activists, we were not only appealing to a narrow and dwindling audience but also failing to meet our core objective of keeping dissident ideas in circulation.
We realized that in order to become a viable bookstore, and to participate meaningfully in the culture around us, we'd have to address all the needs and interests of our community-from poetry to mysteries to cookbooks. And we realized that we could remain truest to our radical origins by seeking out and featuring the most innovative and cutting-edge work, whether it be fiction, cultural criticism, or politics.
In 1980, we moved into a store in the Mission district, a predominantly Latina/o neighborhood. At that time, writers, artists, and queers from all over were moving to the Mission, attracted by cheap rent, to take up residency next to already thriving Latina/o cultural spaces and movements, including Galeria de la Raza and the Mission Cultural Center.
Along with Old Wives Tales, the now-defunct feminist bookstore, we were the first alternative business in the area. Our customers helped us with this move in what became a big party and community event. A crew of generous friends did all the carpentry work for the new location. We were bigger, badder, and ready for business.
In 1991 we expanded again into our present store, a move largely financed by loans and contributions from our customers. During this time, the Mission has truly become our home. We now see ourselves as playing a double role-as a progressive resource for the Bay Area, and as the community bookstore of the Mission.
