Word: book-of-the-month
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Free or Strings? The second skirmish was over the word free, which FTC six months ago ruled out of ads if there were any strings at all to the offer. Last fortnight, FTC accused the Book-of-the-Month Club, the Literary Guild of America and four other book publishers of "false, misleading and deceptive" advertising because they offered "free" books to anyone who subscribed. Also wrong, charged FTC, were such terms as "bonus books'" and ''book dividends...
...special gift is sketching, snippily but without too much malice, the idiosyncratic types that seem still to populate the English countryside as in the days of Jane Austen. (This gift has paid off well; three of her novels have been chosen as monthly selections by the Book-of-the-Month Club...
...last week, readers of Churchill's LIFE and Times were more than halfway through Vol. I. From the 225,000-word text, LIFE was printing about 50,000 words, the New York Times 93,000. Extracts are running in 80 newspapers outside the U.S. (Houghton Mifflin and Book-of-the-Month Club will publish the complete text this summer). This week, Churchill turned over to LIFE and the Times Vol. II of his memoirs, covering Britain's darkest-and finest-hours, the period that saw the fall of France and the 1940 blitz on London. This second installment...
...Institute of Public Opinion (the grandiloquent official title of the Gallup Poll), distributed by Partner Anderson's Publishers Syndicate, has been expanded into a network covering eleven foreign nations.** Other Gallup researchers study the effect of advertisements in a dummy magazine called Impact, probe the tastes of Book-of-the-Month Club readers, help select titles for Bantam Books...
Christopher Morley wasn't there when his fellow Book-of-the-Month Club judges chose Josephine Pinckney's Great Mischief for March. That leaves the blame to be split four ways among B.O.M. Judges Henry Seidel Canby, Dorothy Canfield, Clifton Fadiman and John P. Marquand. They have bought a salable name (Miss Pinckney's earlier Three O'Clock Dinner was a bestselling Literary Guild choice, is now being filmed) but not a satisfactory novel. Apparently unabashed, they compound their great mischief by bracketing Miss Pinckney with Novelist Nathaniel Hawthorne. This tiresome little witch story, which flirts...