The sun. [volume] (New York [N.Y.]) 1916-1920, 1919-06-22

advantage over inelastic competitors. That iron
clad arrangements half year ahead can be avoided
the methods of two of the most important American
houses demonstrate. Either can get out book on
a month 8 notice More than once in a season this
spells Indifference between a sale of 5000 and one
of 5000 copies is, between not much more
than "breaking even" and making handsome
profit.
Advertising Book
Every book that is published requires advertising,
though perhaps no two books call for advertising
in Just the same way. One Of the best American
publishing houses figures certain sums for adver-
tising-whatever form it may take-in its costs of
manufacture and then the individual volumes have
to take their chances of getting each, its proper
share of the money. Other houses have sim
liar unsatisfactory devices for providing adver
Using fund The result is too often not unlike the
revolving fund with which American railways were
furnished by Congress revolved so fast that
there wasn't enough to 60 round long.
A very big publishing house does differently.
To the cost of manufacture of each book is added
specific, fat and appropriate sum of money to ad-
vertise that particular book The price Of the book
is fixed accordingly. When the book is published
there is a definite sum ready to advertise it. No
book goes unadvertised. II the book catches on
there is no trouble naturally, about advertis
ing money; if it does not sell the advertising Of it
stops when the money set aside has been exhausted
and the publishers take their loss with clear
science; they have done their duty by the book 1t
may be added that this policy has always paid.
Combined with other distinctive methods it has put
the house which adopted it in the front rank
What to Put Out.
Whether to publish small carefully selected list
Of books in a season or large and comprehensive
list is not wholly decided by the capital at the pub
hsher's command. Despite the doubling Of all
costs of book manufacture, publishing is not yet an
enterprise which requires great amount Of capital
as compared with other industries Of correspond
ing volume. The older publishing house the more
likely it is to restrict its list of books. 1t has
more to lose and less to gain by taking great num-
Der of risks in new publications. At the time
it is subjected to severe competition because the
capital required to become book publisher is not
large. Hence much caution, too much, no doubt,
in many cases and every season. Still, promising
manuscripts are lamentably few. Look at the
stuff that gets published, " is the classic demonsra-
ton of the case.
The older the house, the stronger its already
cunuated list, the more conservative, naturally, it
becomes, the less inclined to play with loaded dice
IN the shape of manuscripts. Yet policy Of ex-
IRENE caution and conservatism is more dangerous
and deadly than dash of the gamblers makeup.
Two poor seasons together noticed by the trade;
four poor seasons together may put house badly
behind "A with ten books only, all good, all
selling moderately well, is perhaps more meritori-
GUS and more valuable in the long run than season
with thirty books nearly all poor except for one or
two sensational successes. But the fellow who
brings out the thirty books and has one or two de-
cded best sellers is the fellow who will make large
protts attract attention and acquire prestige It