Word: pockets
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Dates: during 1930-1939
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...nurse; $300 to $350 for liquor; $900 for a maid; $100 for flowers; $1,500 to $2,000 for clothes; $1,800 for life insurance, savings; $1,000 to $1,200 on the man's "cash expense at business"; $300 for his wife's pocket money; $1,800 in taxes; $400 to $600 for entertainment; $1,000 to $1,500 for summer "out of town." Add: gifts, tips, Christmas, books ($50-$75), automobile, moving, winter trip, etc., etc. Likely annual deficit...
Last fortnight in Manhattan observers looked sharp at a promising cheap-book experiment. It was called "Pocket Books," consisted of ten former bestsellers, printed in full-size type on good paper, with washable paper binding. Priced at 25?, Pocket Books were the best-looking, most readable paperbound books so far. Promising also was the publisher. tall, dynamic, 44-year-old Robert Fair de Graff...
Tryout of Pocket Books-10,000 copies of each title-was confined to the New York area. At first week's end they were a sellout. (First to go were Wuthering Heights and Dorothy Parker's Enough Rope, with The Bridge of San Luis Rey and Felix Salten's Bambi bringing up the rear.) Macy's sold 4,100 copies in six days. Booksellers said they brought new faces into their stores. Newsstands did an arm-aching business, as did Grand Central Terminal "train butchers...
Next printing of Pocket Books was 25,000 copies of each title. With these in his pack, Prospector de Graff will plunge boldly into the great U. S. literary desert. Behind him he leaves a big question mark: Can he equal the success of Penguin Books and Tauchnitz Editions in Europe (combined sales of 25,000,000 a year...
...much longer about letting him have our plates." Said another: "The price is still too high for paperbound books-they have to sell at 10? or 15?, compete with magazines." A third publisher said the initial success in New York was no guide, was due to novelty appeal and Pocket Books' $2,000 full-page ad in the New York Times. Pocket Books will hit quicksand, he declared, in the distribution problem...