Word: phaidon
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Dates: during 1938-1938
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Viennese. Since last August the Phaidon Press of Vienna has distributed through the Oxford University Press in New York and through Allen & Unwin, Ltd. in London eight volumes of reproductions, over which many a U. S. publisher is cursing enviously under his breath. Until they appeared, nothing of their quality could be bought in U. S. bookstores for under $5. The Phaidon's top price was $3, for an edition of Botticelli containing 101 plates, 14 in color, and an introduction by the eminent Critic Lionello Venturi. Lowest price was $1.50, for The Disasters of War, Goya...
...Phaidon Press is the 15-year-old creation of a fiery little Viennese bibliophile, Bela Horovitz. Beginning in 1925 to produce art books on a large scale for the German market, he wratched his sales boom for several years, then decline after Hitler came to power. Two years ago he decided to publish some of the same books and some new ones for French and English-speaking countries. Printing first editions of between 70,000 and 100,000 copies, Publisher Horovitz has been able to bring his prices down to the popular novel level. Scholars and critics respect them because...