Book industry

“ Were it practicable, as I believe it to be, that authors and men of letters could themselves be booksellers, the public would derive this immediate benefit from the scheme; a deluge of worthless or indifferent books would be turned away, and the name of the literary publisher would be a pledge for the value of every new book. Every literary man would choose his own favourite department, and we should learn from him as well as from his books. ”

“ We have, too, the volumes of every kind and quality with which a crowd of publishers congests the book market: novels, poems, books of travel, science, political economy, religion, sport. Who could enumerate all the kinds of books which are published nowadays? ”

“ And I am sure that these changes will come about in the teeth of violent opposition from both publishers and booksellers. The book market is growing steadily. It is enormous compared to what used to be. And yet it is only in its infancy. The inhabitants of this country have scarcely even begun to buy books. ”

“ Librarians, booksellers, and blatant advertisements assure us that we are a novel-reading public. The number of copies sold of this and that best seller are at first sight staggering, and even more so after having read the book! A certain novel becomes the fashion in the same inconsequential manner as does an especially uncomfortable type of collar—another season both are forgotten and something new is taken up. The writing, publishing and advertising of such books have become a purely commercialized art upon the part of the authors and booksellers. ”

“ They forthwith fall to gossiping, and keep up a chatter about “great sellers,” and bewail commercialism in literature, until we all begin to believe that the whole business of book-writing and book-publishing has been degraded. ”

“ The maker of periodicals can no more afford to appeal to the taste of the cultivated few than can the thrifty maker of stuffs. What is sold in open market must be adapted to the demands of the open market. It is simply legitimate business prudence which keeps most magazines from attempting to print literature. They publish, as a rule, all the literature that the public will have,—modified, unhappily, by the difficulty of getting it to publish in a world where literature cannot be made to order. A book, it is to be remembered, is a venture; a magazine is an enterprise. ”

“ There is a class of books of which the production has in this country always been uphill work;—large solid books, more fitted for authors and students than for those termed the reading public at large—books which may hence, in some measure, be termed the raw materials of literature, rather than literature itself. They are eminently valuable; but, since it is to the intellectual manufacturer who is to produce an article of saleable literature that they are valuable, rather than to the general consumer, they do not secure an extensive sale. ”

“ The “book-trade” was held to include all the dealers and artisans who were concerned with the production and distribution of manuscripts; that is, the copyists and their employers, the binders, the illuminators, the sellers of parchment, and, later, the manufacturers of paper. While the control of the university was exercised over the entire book-trade, the interest of the authorities was naturally much keener in regard to the divisions having to do with the production of books than in the work of the booksellers. ”

“ Of which duties I perceive finance alone, and free trade alone will by no means be found to be the sum.... What alone concerns us here is to remark that the present system of book-publishing discharges none of these duties—less and less makes even the appearance of discharging them—and, indeed, as I believe, is, by the nature of the case, incapable of ever, in any perceptible degree, discharging any of them in the times that now are. A century ago, there was in the bookselling guild if never any royalty of spirit, as how could such a thing be looked for there? ”

“ The labour in question no doubt determines the price at which the printed paper can be sold at a profit, or without loss; but the number of copies which the public will be willing to buy, or, in other words, the value of the edition commercially, depends on qualities resident in the mind of the author, which render the book attractive to but few readers, or to many. ”

“ One man, for instance, wrote a first book which sold more than 200,000 copies. His publishers announce only the sixtieth thousand of his latest novel, though it has now nearly run its course.
19 These are not pleasant facts. I wish that every novelist might have an increasing sale for every book he writes. They all earn more than they receive—even the bad ones whose books prosper; but the system that they brought with them deserves to die—must die, if publishing is to remain an honorable profession. ”

“ I see a great many publishing-houses zealously active in putting forth every kind of book, new and old; I see names innumerable of workers in every branch of literature. Much that is announced declares itself at once of merely ephemeral import, or even of no import at all; but what masses of print which invite the attention of thoughtful or studious folk! To the multitude is offered a long succession of classic authors, in beautiful form, at a minimum cost; never were such treasures so cheaply and so gracefully set before all who can prize them. For the wealthy, there are volumes magnificent ”

“ In consequence of the large consumption of books the machinery for the manufacture of copies was substantially perfected, and publication was effected with comparative rapidity and cheapness; bookselling became a respectable and lucrative trade, and the bookseller's shop a usual meeting-place of men of culture. ”

“ His aim being higher than the mere gratification of tastes and desires, he applies higher standards to his purchases. His business is selection. Every book that he adds to the library he first selects out of all that are offered, and each selection is fortified and backed by his deliberate judgment that that particular book will be a good one for his public. He knows why it is so, and now it becomes his business to convince his patrons that it is so, and to induce them to profit by the selection which he has made. ”

“ Buying books by actual inspection at the book-shops is even more fascinating employment than buying them through catalogues. You thus come upon the most unexpected volumes unawares. You open the covers, scan the title-pages, get a glimpse of the plates, and flit from book to book, like a bee gathering honey for its hive. It is a good way to recruit your library economically, to run through the stock of a book-dealer systematically—neglecting no shelf, but selecting throughout the whole stock, and laying aside what you think you may want. ”

“ Thus book-making becomes a mean and debased art; and books are crowded upon the public, at prices merely nominal; having much the appearance, and sharing the fate, of newspapers, which perish in the using. ”

“ Indeed, the high esteem in which they have come to be regarded offers a productive field for a few crafty publishers to ply their wily designs in. The audacity of these schemers carries them to such incredible measures that they sometimes buy sheet-stock from reputable publishing houses, change the name of the edition, and deliberately manufacture new titles [84] on which they print the name of some book club or society. These counterfeits are sold to the unsuspecting book-buyer, who often imagines he has landed a prize. ”

“ Actually, most of the material that is selected for publication today is chosen precisely because it is temporary in value and appeal. Publishing, of course, is a difficult business and every book, in a sense, is a long shot, more likely to fail than to succeed in turning a profit. Most publishing houses have been built on the proposition that the successes must help subsidize the failures, but that this is the only way that the new and unknown talent, which will create the future of literature, can be developed. ”

“ In the mean while the circulating libraries, both in London and the provinces, are supporting a higher literature of fiction than those of the past generation; and they find also that there are other volumes almost as attractive as the last new novel. They are doing the same work as the book-clubs. Both these modes of co-operation have had the effect of making the demand for a book that is at once solid and attractive more certain than the old demand by individual purchasers. The certainty of the demand necessarily produces a gradual reduction of price. ”

“ But the deadness is all on the outside. For a considerable period this street has been the head-quarters of booksellers and publishers, who, till the present day, continue in such numbers as to leave little room for other tradesmen—transacting business in the book-trade to a prodigious amount. ”

“ Publishing has so often been (and in many cases, still is) a shoestring industry, that one gets a momentary lift from seeing it listed today on the board on Wall Street. But it is an open question whether the investors are supplying risk money for a cultural renaissance or buying into a sure thing: the increasing distribution of synthetic culture through textbooks and the propagation of standard 192classics and encyclopedias at cut-rate prices through the supermarkets. ”

“ They own, or control, at this hour, hundreds of newspapers, magazines and other periodicals. This is a matter of common knowledge to every citizen who reads when he is awake. Not only that, but the interests, banking, industrial, transportation, etc., have gone into the book publishing business (the bound book) , and hundreds of thousands of copies of their capping “literature” have been distributed to the people, either free or at a price far below cost of production. ”

“ At this stage in the history of book-production, the “producers,” the men who brought into existence the current literature of the time, and who, having planned [16] and initiated the undertakings, taken the risks, met the outlay, and provided the labour (in many cases with their own heads and hands) , claimed the ownership of the works produced, were the publishers. The literature with which the publishing of printed books was entered upon was comprised, with a few rare exceptions, of editions of old-time classics, prepared to meet the requirements of the scholars of the day. ”

“ You may buy books at any time with money, but you cannot make a library like one that has been a century or two a-growing, though you had the whole national debt to do it with. I remember once how an extensive publisher, speaking of the rapid strides which literature had made of late years, and referring to a certain old public library, celebrated for its affluence in the fathers, the civilians, and the medieval chroniclers, stated how he had himself freighted for exportation, within the past month, as many books as that whole library consisted of. ”

“ The early separation of publishing from bookselling is touched upon, and the emergence of publishers as a separate class is outlined. The transitory phenomenon of the man of letters assisting the publisher in an advisory capacity as to the suitability of manuscripts submitted for publication is an interesting chapter in the expansion of the publishing business. Publishing being today largely a commercial affair, the literary reader has in the main been supplanted by the man of business with an aptitude for estimating how many copies of a given book can be sold. ”

“ The business carried on by these early publishers differed very materially from that of their successors. All the machinery of book-making had to be originated or created, while it was necessary also to establish channels of distribution, and through these to discover and to educate a reading public which should absorb the productions of the new presses. ”

“ Anyone who has given his heart and soul to literature and the arts is likely to regard everyone who pulls the financial strings in the communications world as a monster. But the commercial outlook on something like the retail book trade is so dispiriting that the wonder is anybody pays any attention to it whatever or publishes any books at all whose distribution depends upon such channels. ”

“ And you think that the publishers are in business for the developing of talent, and for the glory of literature! And that they care about whether a man of Genius dies in the streets, or not! Why, have I not heard them tell me, with their own lips, that “a publisher who published books that the trade did not want would be driven out of business in a year”? ”

“ The cheapened process of book publication on a large scale, and the investment of large sums of money in the publishing business, with its mechanics of sale management as well as printing, has made possible an enormous output of literature on all subjects and has widened the range of general information in possession of the public. The whole system of modern life would be impossible without the press. ”

“ It was considered important, in order to insure the proper control by the university over the book-trade and the interests of the scholars who depended upon the book-dealers for their text-books, that the trade in the materials used in the manifolding of books should also be strictly supervised. ”

“ The most popular novels are teaching false standards of life, and some of the “best sellers” are base libels on religion and the Church. This is the situation, and a close observation of the output of the high-class, reputable publishers will confirm it. Why is this the status of our book makers? Book writing and publishing, like all other branches of human endeavour, have become commercialized; writers and publishers are pandering to a vitiated taste for revenue only. It is not literature editors are seeking, but stories that will sell. ”