Word: reprint
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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...
...Kronikken is welcome and more than welcome to "all the good stuff" it chooses to reprint from TIME...
Last week Random House's bouncy President Bennett Cerf, editor of the Modern Library, suddenly announced that Grosset & Dunlap had been acquired by a three-firm combination: Random House, Book-of-the-Month Club (575,000 membership) and staid old Harper & Bros. The reprint house, purred Mr. Cerf, with no bow to Mr. Field, would remain in experienced book-publishing hands, would therefore retain its "high standards and traditions." Smart Publisher Cerf looked frankly pleased at having beaten Mr. Field to a buy, chatted happily about "enormous postwar markets," predicted that books would soon be "a flounder business rather...
...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...