Word: doubleday
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...PEACE BUT A SWORD-Vincent Sheean-Doubleday, Doran...
ROAD To EMPIRE - Fletcher Pratt -Doubleday, Doran...
...FLYING DUTCHMAN-Michael Arlen-Doubleday, Doran...
From 1925 to 1936 Publisher de Graff (cousin to smart Publisher Nelson Doubleday) headed Garden City Publishing Co.'s successful Star Dollar Books, sold 15,000,000 reprints at an annual profit of around $70,000. In 1936 he went to Blue Ribbon Books (nonfiction reprints, 98? to $2.49), last year launched the successful Triangle Books (39?) for them. A top-flight book salesman who knows all the tricks of cutting cost corners, Publisher de Graff figures a profit of 1? a copy, on editions of 50,000. To the original publisher he pays royalties of 1? a copy...
...reprints. What cheap-book advocates want to know is why original editions cannot be sold for less than $2.50 to $5. Again publishers have a ready answer: they cannot sell big enough editions (50,000 copies) to make money. Once they tried it. In 1930 four Manhattan publishers-Doubleday, Farrar & Rinehart, Simon & Schuster, Coward-McCann-published some first editions at $1 to $1.50. They sold more copies, but lost money, dropped the experiment. To break even on a $2.50 novel, publishers figure they must sell at least 2,500 copies. On this number, they figure average costs as follows...