Seagull Book & Tape: A Retrospective on a Latter-day Saint Bookstore Chain
Seagull Book & Tape, a name synonymous with discounted Latter-day Saint (LDS) literature and media, held a significant place in the religious bookstore landscape for nearly two decades. Its story, marked by both aggressive growth and eventual acquisition, offers a fascinating case study in the dynamics of religious publishing and retail. This article explores the history of Seagull Book & Tape, its relationship with Deseret Book, and its lasting impact on the LDS community.
The Genesis of Seagull Book & Tape: A Discount Niche in the LDS Market
Founded in 1987 by V. Lewis Kofford, the owner of LDS publisher Covenant Communications, Seagull Book & Tape emerged as a unique player in the burgeoning LDS market. Kofford’s vision was to create a distribution channel for Covenant and other independent LDS publishers, filling a gap in the market by offering discounted prices through efficient, low-overhead operations and bulk purchasing. Initially operating as a division of Covenant Communications, Seagull quickly expanded its reach, establishing its headquarters in American Fork, Utah.
The store’s inventory was diverse, encompassing a wide range of media. Books naturally formed a core component, but the “Tape” in the company’s name reflected a significant emphasis on audio cassette tapes, frequently featuring recorded sermons and lectures by prominent LDS figures. Many of these tapes originated from Covenant Recordings, another of Kofford’s enterprises, highlighting the synergistic relationship between his publishing and retail ventures. Beyond LDS-specific materials, Seagull Book & Tape also carried a selection of mainstream titles across genres like self-improvement, fiction, and children’s literature, along with cartoons and videos, broadening its appeal to a wider customer base. Some locations further differentiated themselves by offering a selection of used and rare LDS books, catering to the specialized interests of collectors and enthusiasts.
Navigating the Competitive Landscape: Growth and Conflict with Deseret Book
The LDS bookstore market experienced rapid expansion throughout the 1990s, with Seagull Book & Tape aggressively pursuing its own growth strategy. The company’s expansion mirrored the growth of the LDS market as a whole. During this period, Seagull’s offerings became increasingly comparable to those of Deseret Book, the dominant player in the market. Deseret Book, already established as the largest LDS retailer and publisher, held a considerable influence over the industry. Deseret Book’s products formed a substantial portion of Seagull Book & Tape’s inventory from its inception, reflecting the inherent relationship between the two companies.
However, the competitive landscape was not without its tensions. Seagull Book & Tape, with its focus on discounted prices, presented a challenge to Deseret Book’s market dominance. In 1999, when Deseret Book acquired Bookcraft, another major independent LDS publisher, Seagull’s concerns regarding potential preferential treatment towards Deseret Book’s own retail stores escalated. This apprehension stemmed from Seagull’s cooperative advertising program with Bookcraft, a partnership that ended with the acquisition. In a move to strengthen its position, Seagull also launched SeagullBook.com, an online bookstore, aiming to further expand its reach beyond its physical store locations.
The 2006 Dispute and Subsequent Acquisition
The culmination of this competitive tension manifested in a significant dispute between Seagull Book & Tape and Deseret Book in July 2006. Deseret Book publicly voiced dissatisfaction with Seagull’s marketing practices, specifically alleging that Seagull was not adhering to Deseret Book’s merchandising programs or fully utilizing its promotional materials, requirements imposed on all its vendors. Consequently, Deseret Book announced it would cease its wholesale relationship with Seagull, effectively ending the supply of Deseret Book titles to Seagull’s stores.
This decision came as a complete surprise to Seagull’s management, who believed their discount pricing was the reason for the abrupt termination. The dependence of Seagull Book & Tape on Deseret Book’s products was significant, with an estimated 50% of its book selection and 30% of its audio selections coming from Deseret Book. Concerns over potential layoffs and the overall viability of the business were prevalent among Seagull’s employees.
Seagull’s response involved consultations with public relations specialists and the planning of a press conference. However, the situation took a dramatic turn when Deseret Book temporarily rescinded its decision, granting a one-month extension to allow for negotiations. This unexpected reversal created an opening for discussions, eventually leading to Deseret Book’s acquisition of both Seagull Book & Tape and its sister company, Covenant Communications, in December 2006. Financial details surrounding this acquisition were not disclosed publicly.
The rationale behind Deseret Book’s acquisition appears to have stemmed from several factors. Lewis Kofford, founder of Seagull and Covenant, was considering retirement, prompting the initiation of buyout talks. Furthermore, Deseret Book had already successfully acquired other major competitors, demonstrating a strategic pattern of consolidating its dominance within the LDS market.
Despite the acquisition, Seagull Book & Tape continued to operate independently under the Deseret Book umbrella. This was a strategic move, recognizing the successful niche that Seagull occupied within the LDS market – that of a discount retailer. Seagull’s unique market position, its loyal customer base, and its network of stores proved too valuable to simply absorb into the existing Deseret Book brand. The dual retail strategy of Deseret Book and Seagull continued to serve the market’s needs: Deseret Book’s flagship stores catered to a more upscale customer experience, while Seagull’s outlets served as a reliable alternative for budget-conscious consumers.
The Seagull’s Symbolism and Name Change
The name “Seagull Book & Tape” itself held cultural significance within the LDS community. The seagull, a prominent symbol in Mormon folklore, is associated with the “Miracle of the Gulls,” a legendary event where seagulls intervened to save the early Mormon pioneers from a devastating cricket infestation. The California gull, in fact, is the state bird of Utah, and its image is featured prominently in Salt Lake City’s Seagull Monument, further solidifying its connection to LDS culture.
With the shift to compact discs and the digital age gradually rendering audiotapes obsolete, the “Tape” portion of the name was dropped after the acquisition, resulting in the simpler name “Seagull Book”. This streamlining of the name marked a subtle yet relevant adjustment in the company’s identity, reflecting the changing media landscape while maintaining the enduring and significant cultural symbol of the seagull.
The Legacy of Seagull Book & Tape and its Demise
For years, Seagull Book successfully coexisted with Deseret Book, filling its unique niche in the LDS market. However, in April 2025, Deseret Book announced the planned closure of all Seagull Book stores by the end of 2025. This decision marked the end of an era for a bookstore chain that once held a prominent position and played a substantial role within the Latter-day Saint community. While the exact reasons behind the closure remain somewhat opaque, this event underscores the evolving dynamics of book retail in the digital age and the challenges faced even by established players in niche markets. The story of Seagull Book & Tape is a complex one—a testament to entrepreneurial spirit, market competition, and the changing landscape of religious publishing and retail. Its legacy continues within the memories of countless LDS individuals whose faith journeys were enriched by its books and media.