Word: paperback
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Miss Hill's contribution was a flat, dull translation, far worse than the other one available in paperback. Mr. Mullin, in addition, has his performers speak in a languid, graceful, hightragedy style. The humor is drowned by pauses that have no reason to be there, by lines that are stuttered over by the oh-so-slow manner of speech used by most of the actors...
...Pockets. Two decades ago Buber was almost unknown outside Jewish seminaries; today, paperback editions of his work are staples of college bookstores, and "I-Thou" is as familiar a spiritual catchphrase as Kierkegaard's "leap of faith," or Tillich's "ultimate concern." Deeply rooted in tradition, Buber spoke with an unmistakably contemporary voice. His stress on authentic human relations is a timely warning for a depersonalized world. His vision of man living on "a narrow ridge" of "holy insecurity" rings true for many concerned about the shadow of holocaust. But like many another phrasemaking prophet, suggests Dr. Ernst...
...corporations-including Chrysler, Black & Decker, Weyerhaeuser, Phillips Petroleum, Carnation and G.E.'s Hotpoint Division-use books in sales campaigns. Last week the Aluminum Co. of America launched one of the biggest book campaigns yet. For 500 and an Alcoa coupon, it will send out a 310-page paperback called Mealtime Magic Cookbook, which contains hundreds of recipes for indoor and outdoor cooking-many specifying Alcoa wrap. Alcoa has ordered a printing of 100,000 to start...
Into the Living Room. Most companies pick out existing books that suit their needs and have them imprinted with name or message. Ford Motor Co. drew young buyers into showrooms by passing out 100,000 paperback copies of How to Prepare for College. United Airlines uses paperback travel guides to whet tourist interest in the cities it serves. Colgate-Palmolive is giving out sports books as premiums in its shaving-cream kits, and Squibb is pushing its new artificial sweetener, Sweeta, by giving away a sugar-free cookbook with each bottle. The biggest book users are insurance companies and banks...
This fusion of books and promotion has attracted more than 40 book companies into the field. Dell Publishing Co., a leader in general paperback sales, three months ago started a new corporate division to handle books for business. Venerable Doubleday & Co. doubled its sales of such books within a year, in 1964 printed 3,000,000 books for 25 corporations. Deepest in the book business is little Benjamin Co., a 20-man organization that distributes the books of 20 publishers, including Pocket Books, Bantam, Golden Press and Simon and Schuster. Headed by former Advertising Executive Roy Benjamin, 48, the company...