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Jordan closes doors after 30 years by Cindy Abole Public Relations For 30 years, Johnny Jordan has played an integral role in the making of doctors and other health professionals enrolled at MUSC. Today, his role will diminish to that of a memory as his bricks-and-mortar structure on Ashley Avenue closes its doors forever. Johnny Jordan “It has been a very emotional time for me and my family,” said Jordan. “But it's been a fun time.” For one thing, Jordan has helped supply thousands of MUSC students with required textbooks, course materials and other medical equipment. But Jordan, like most of Charleston's entrepreneurs who built their businesses through hard work, service and dedication to customers, was beat out by deep discounts and the Internet.  Jordan's start may have officially begun at the Medical College of South Carolina's bookstore but his ties, however date back earlier. In 1959, Jordan was a young burn patient at the Medical College Hospital. A house fire left his body more than 85 percent burned. During his recovery, about 35 percent of his body was grafted.  “I remember having to lie strapped to a Stryker frame bed (a special bed used in the recovery of burn and spinal injury patients),” said Jordan, who remained for hours in one position before being rotated. “To pass the time, I'd focus my attention on the medical instruments and equipment that surrounded me. I remember learning to spell and memorize the names of certain equipment.” He was released five months later.  “Since then, I've always felt an obligation to the people who've helped to take care of me during that time in the hospital,” Jordan said. “I figured I'd find some way to pay back these people for the life they gave back to me. So far, I think I've done that.” Several years after his accident, Jordan accepted a job at the Medical College bookstore. He stocked shelves and help to sell and maintain the sale of textbooks.  By 1970, he left his job to open his own private bookstore, located at the corner of Doughty Street and Rutledge Avenue. At the time, it was one of the first private college/university bookstores in the country. He and his wife, Eddie, ran the business together. “My goal was to create something special for MUSC students and staff," Jordan said. "I wanted it to be a one-stop shop filled with books and other medical equipment while keeping prices and margins down.”  Besides books and school supplies, he sold lab coats, name badges, patches, BP monitors, stethoscopes, diagnostic kits, batteries and other items. The bookstore was comparable to other academically-run operations throughout the country including Duke, Bowman Gray, etc.  Beyond that Jordan was able to branch out to include microscope rentals for certain classes and became a source for some office equipment, supplying MUSC and the former St. Frances Hospital. He became a distributor for top-of-the-line medical equipment like Littman stethoscopes, Welch Allyn diagnostic sets and blood pressure kits. He later stocked MUSC course packets and added hospital scrub wear, shoes, bags and other equipment.  Things were looking great for Jordan. He managed  a $500,000 inventory and was responsible for tracking more than 20,000 in-store products. About 60 percent of his business came from MUSC, the other 40 percent he attributed to other sources. Like any successful family business, the bookstore has allowed the Jordans including daughters, Marilyn and Cynthia, and  son, John Jr. to succeed throughout four other family-owned business ventures including  Medical Center Associates, Physician Medical Leasing, Cypress Cove Real Estate, and Environmental Monitoring Systems. But the Internet revolution and advent of e-commerce in the last decade helped to mark a change in consumer buying habits—including textbooks. Soon the number of textbook wholesalers shrank from five to three. And although Jordan remained competitive in their up charge for books (about 20 percent gross), they still struggled to cover freight/delivery charges and monthly credit card fees so that actual profit margins were only 14 percent. Jordan's own attempt at an Internet e-commerce site wasn't drawing enough sales.  Campus bookstores everywhere are feeling the market pinch. The National Association of College Stores (NACS), an organization that represents the higher education retail market, reports the closure of 32 academic bookstores in recent years. And earlier this month, Wallace Bookstore which runs the University of South Carolina bookstore in Columbia, has filed for bankruptcy.  For the Jordans, something had to give. Last November, Jordan sought guidance from the university for ideas on keeping his business afloat. But rather than choosing to downsize his business and risk jeopardizing jobs for their dedicated full-time employees, Jordan decided to hold out. His other alternative was to close the store for good. By then, the spring semester was just beginning and again, his profits were low.  “With the overhead associated with a brick-and- mortar store, it was hard to compete with an online market,” Jordan said. “It was all part of a combination of uncontrollable changes: Internet sales plus dwindling support from MUSC faculty and students. I couldn't effectively run my business at this location at such a small profit margin.” Although he's closing his doors on the book business, he'll still hold on to many great memories and friendships made through the years. During the early days of his business, he held onto a strict policy of cash-only sales. There was no charging for books and materials. But every now and then, he would extend some credit to a few financially-strapped students who needed textbooks and materials. “During Christmas break or graduation, I'd always meet parents and families of students who would thank me personally for helping them through the years,” Jordan said. “Even as alumni returned to campus for visits and reunions, they'd still stop by and say 'hello.' These memories will continue to be special to me.” Editor's note: MUSC's provost and vice president of finance and administration has created a Bookstore Task Force composed of staff and faculty representatives from each of the six colleges and other departments to review and assess the current bookstore situation. The group is currently exploring convenient alternatives for future ordering, sales and distribution of textbooks and course materials for MUSC classes.