Obituary: Michael F. Hoynes, Former ABA Chief Marketing Officer

Michael F. Hoynes, a former advertising executive and business consultant who served as the American Booksellers Association’s chief marketing officer from 1998 – 2003, died on January 31, 2013, at age 73.

Following a long career in advertising in New York City, Hoynes joined the ABA staff in 1998 to help the association research marketplace issues relevant to independent bookstores and to formulate plans for a nationwide branding program. That program grew into Book Sense, the precursor of today’s IndieBound program. Hoynes worked closely with ABA senior staff and with the Northern California Independent Booksellers Association, which was crafting a regional Book Sense marketing umbrella for its members, to grow the brand into a vibrant national marketing program with more than 1,200 participating booksellers.

After leaving ABA, Hoynes became an independent marketing consultant and continued to advocate for independent bookstores. From 2006 – 2009, he served on the Board of Directors of Kepler’s in Menlo Park, California

Hoynes, whose father was an independent grocer, said he viewed his work with indie booksellers “as a great challenge and opportunity to give something back.”

“All of us at ABA were terribly saddened to learn of Michael Hoynes’ passing,” said ABA CEO Oren Teicher. “Michael played a critical role in the launch of the initial Book Sense program. He brought to the bookselling community a fresh and innovative perspective garnered from his many years in advertising, always reminding us to keep the bookstore customer front and center in everything we did. Even after Michael retired from the ABA staff, he continued to be engaged in our community — working on projects for Kepler’s and for ABFFE. We extend our deepest condolences to his family.”

Hoynes is survived by his wife, Dolores (nee McCarthy), and his three children, Robert Hoynes, Lori O’Connor, and Michael Hoynes, and their families. A funeral mass is planned for Wednesday, February 6, at St. Theresa’s Church in Briarcliff Manor, New York. In lieu of flowers, friends may contribute to Calvary Hospital, 1740 Eastchester Road, Bronx, New York 10461 (718-518-2000).