Word: haldeman
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Word has come from E. Haldeman-Julius, of Girard, Kansas, publisher of the famed Little Blue Books, that TIME'S Press story on him in the Aug. 8 issue produced a fine response. "I must have heard from two thousand people by now," he said. "People wrote ordering books, sending in manuscripts, asking for racks full of books to sell. I heard from French Morocco, Brazil, and everyplace...
...first advertisement in 1919, in his own New Appeal, Haldeman-Julius got 5,000 replies. When he took a $150 flyer in the St. Louis Post-Dispatch, he got back $1,000 in orders. Later, misplacing the copy for another ad, he dashed off an eye-catching substitute: WOULD YOU SPEND $2.98 FOR A COLLEGE EDUCATION? Thousands of customers answered...
Haile Selassie wrote from Addis Ababa for a supply of Little Blue Books; Admiral Byrd took along a complete set to the South Pole; Franklin P. (Information Please) Adams is a steady customer. For kings and commoners, Haldeman-Julius has one inflexible rule: cash in advance. He grosses around $500,000 a year, but the profit on the average Blue Book is a bare two-tenths of 1?. Even so, Haldeman-Julius, though still a talking Socialist, can indulge a taste for champagne and crepes suzette, keep up a 160-acre farm...
What's in a Name? Since Oscar Wilde and Omar Khayyam went to work for him, Haldeman-Julius has also taken on Plato, Dante, Tolstoy, Goethe, Sir Arthur Conan Doyle, Ralph Waldo Emerson and Tom Paine. But the big names are rarely the biggest drawing cards. De Maupassant's Tallow Ball sold only a poky 15,000 copies a year until Haldeman-Julius re-christened it A Prostitute's Sacrifice (it jumped to about 55,000 a year).* The bestselling Blue Books are those on sex, psychoanalysis and self-improvement; Haldeman-Julius has them written to order...
...format, Haldeman-Julius tried the same boob-catcher with another De Maupassant classic, Room No. 11, the story of a two-timing wife. His new title: What Happened in Room...