WIP · World in Pocket

White plaque № 54346

Berkeley, CA, United States

Moe's Books. In 1959, Morris (Moe) Moskowitz and his wife, Barbara, opened a small paperback bookshop on Shattuck Avenue. They soon moved to Telegraph Avenue where Moe’s Books evolved into a renowned emporium featuring hundreds of thousands of books. Moe’s Books was a pioneer in giving honest, fair

prices by establishing a fair trade policy of offering cash or a higher value in “Moe Dollars” (“In God and Moe We Trust”) for used books. These innovative trade slips—membership cards to a literary w

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