I’ve been looking back at a time when books were good to handle and bookselling more than a trade – the days when booksellers talked to their customers, and publishers sought to build a relationship through insert cards and booklists, and send-for catalogues. (Do you remember the Penguin Club?)
Here’s an example of a publisher’s marketing from nearly a century ago:
The Everyman’s Library
This long-running series was a mainstay of the 20th century and was indeed relaunched towards the end of it.
Throughout its long life it maintained a catalogue of severely selected literature, braced with a healthy whiff of minor classicism.
Authors listed on the reverse of this bookmark (‘Modern Books in Everyman’s Library’) comprise Arnold Bennett, G K Chesterton, Joseph Conrad, Florence Converse, Sir A Eddington, John Galsworthy, Charles Gore, Henry James, D H Lawrence, Pierre Loti, George Meredith, Hugh Walpole and H G Wells, along with the Golden Book of Modern English Poetry.
That was to get you started.
The encyclopaedia was some decades old by the time this flier was introduced.
The price had risen from 5/6 to 14/- per volume and the text had increased from 7 to 9 million words.
Recommendations from the famous had been replaced by recommendations from not only the BBC but sundry newspapers – though none, may it be noted, from the national dailies other than the Scotsman.
‘You cannot afford to be without a real Encyclopaedia,’ ran the copy, ‘and you can afford Everyman’s.’
So there.
But then, as if these weren’t sufficient encouragement . . .
This next little slip was placed inside many a book (well, certainly many a book published by Dent) to advertise what was then an ambitious and fairly successful series.
The ‘Opinions’ cited overleaf comprised plugs from no less than J B Priestley (‘a most extraordinary production’), Sir Austen Chamberlain (‘the pages open freely and the print is clear’), Sir Josiah Stamp (‘an invaluable work’), Sir Arthur Keith (‘a veritable triumph’) and Viscountess Snowden (‘a never-failing
source of information and delight’).
Somehow, I feel Maurice Saatchi might have improved these testimonials just a tad.
And couldn’t these ads have been a little more attractive? Well, see below . . .
