Word: reprint
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Dates: during 1940-1949
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Escape. More than ever, in the stress & strain of war, people were reading to be entertained, to escape from their everyday worries. Reprints, marketed at 25? by newsstands and drugstores, remained the prime phenomenon of the boom. Mystery stories bulked steadily larger in the reprint publishers' output. And comic books far outsold the mysteries...
...publishing revival of the early 1920s began with the appearance of the Modern Library and other modestly priced reprints. Today, in addition to the immense success of paperbound reprints, paper rationing has accustomed readers to cheaper books, with thinner paper, smaller type, narrower margins. And keen competition in the cheap-book field has been further assured this year by Multimillionaire Marshall Field's purchase of Simon & Schuster (including a 49% interest in Pocket Books), countered by the purchase of the old reprint house of Grosset & Dunlap by a syndicate composed of Random House, Book-of-the-Month Club...
Postwar U.S. readers may get not only more and cheaper books but better ones. Wrote Publisher Bennett Cerf (Random House) in the New York Post last fortnight: "The creation of a great reprint and chain-store market simply means that a deserving book will earn far more than it ever did before. The added bait may even dim the siren song of Hollywood in young authors' ears and persuade them to concentrate, as they did long, long ago, on making their every book the very best that they know, how to write...
...Kronikken is welcome and more than welcome to "all the good stuff" it chooses to reprint from TIME...
...trade continued to buzz; lines were forming for a battle of the Titans. Huge, sales-minded Doubleday, Doran, with its stable of reprint subsidiaries, appeared unruffled by all the excitement; Bennett Cerf's new combine watched Publisher Field narrowly. Mr. Field, admitting that "it will be entirely new to me [but] very interesting," continued to confer determinedly with an attentive Simon & Schuster. By week's end Wall Street money, betting on a first-class postwar fight, was busily calling on all the parties concerned, hoping to invest in a winner...