New-York tribune. [volume] (New York [N.Y.]) 1866-1924, 1915-10-03
SCHEME FOR
PAPERS AROUSES PUBLISHERS
Syndicate Publishing Company Plan, Used by Hart
ford "Courant' and Chicago "llerald,' Put Big
Names in Big Type and Made Qualifying
Phrases Inconspcuous - What Readers
Got Was Assortment of Leftovers.
By SAMUEL HOPKINS ADAMS.

inappropriate improbable combination
Buying simple and straightforward You
publication advertised which stimulates expeca
ns or publishers you their lists which items
appeal interest you learn that new novel has been written
always found pleasure friend
enthusiastically advises read SoandSos latest and
purchase Perhaps while you re
there experienced suggests further literary investment
probably reading, and take that along
too OF always Of chance Your favore
author who hitherto themes.
suddenly apang under reeed topsas along wild and %
coasts; or that k literary have conf
Gently may abruptly himself inside out
sitting coils of psychological study But these
are risks that are not special they nherc in human
nature They game the pitfalls of the ungod
That deliberate tickery this department Of commerce.
rbps the most direct personal retail trade
impossible.
Nevertheless the book-trkster scheme Of
planned to become nationwide IN us
range City repubshe have developed method
buying Of fiction whose if they ever had any is past
as the popular productions the day The firm the
Syndicate Publishing Company East Thrtysevenh Street 1t has
recently operated through "The Hartford Coiran AT the
present writing Herald running the scheme Accord
ing to the publishing twenty-five other cities
newspaper participant have already come IN or are ready to
N the plan.
In essence the operation simple For the publishing company
whereby whose has passed reprinted at profit
arfay and dishonesty stimulated For the newspaper
circulation scheme based on the familiar coupon device Chp '
COUPON additional Of the books can be
bought Osenby publications given for the cost
Actually the Is not only aiming at Circulation
but making profit the books good rate for the
space advertising the scheme That IS the paper prints
advertising the plan which really the Syndicate Publishing
Company Advertising standard which maintains to
m its regular advertisers speculation hoping clear enough
On the the advertising deal The
result the regular advertising rate
less public settling that advertising bill out OF
what paws The books chiefly sold not through
bookstores legitimate trade looks akance the scheme
of but principally through specially appointed
er drug stores shops counters uitsand
end the like.
To conduct plan egimatey would be quite feasible 1t
would only necessary employ little ankness and honesty and
saw in one These books offered % cents Tor
whatever the be- reprints of novels
several formerly the regular editions at S25 or more
highly praised by competent critics We believe
that they are excellent That would be straight
forward the II exactly what the Syndicate Publish
ing Company BY every device within practced ingenuity
even printing list of the popular current books
reader would naturally suppose them
the the perpetrators Of the rkery
seek inspire toay best sellers by the most popular
authors are being The damaging feature
tie scheme point of the reputable publishing trade is
dat publisher and fiction his list books
which are being to-day S25 and S15 net apparently included
the coupon bargain Apparently actually for novel Of tins
Lind could sold such Legally neither publisher
nor author any the advertisement renders itself law
proof by phrase inconpuous print
The most example Of the Syndicate Publishing Company
enterprise carried by The Chicago Herald The
layout started July IS which for ingenuity
decepvene ranging all from false inference down direct
living exalted position alongside the buesky mining
tie paentmedcine cure-an type Of advertising.