Word: reprint
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Actually, the new format is nearly the same one used in Europe for all books (other than collections), whether the book be a classic, a reprint, or a bestseller. The economics of the book business in America are pretty incomprehensible. (No matter how many copies of a best-seller are sold, the publisher usually announces that he only breaks clear because of the sale of movie rights.) Why couldn't something similar to the Rinchart paper editions be used for all new books? There are damn few books coming out each day of which the prospective purchaser is confident...
...book publisher (Doubleday & Co.); of cancer; in Oyster Bay, N.Y. The No. 1 book salesman of his time, he took over the business from his father, bought out the Literary Guild in 1934, ended up operating six book clubs, a nationwide chain of bookstores, two reprint and mail-order houses (his presses ran off 30 million books in 1948). As a child he persuaded Rudyard Kipling to write Just So Stories, collected a 1? royalty on each copy sold in his lifetime...
...shmoo is a friendly, fruitful, gourd-shaped animal that wandered into Al Capp's Li'l Abner last summer (TIME, Sept. 13). Its Life & Times was simply a reprint of funny-paper strips, plus a weekend's work by Capp on extra drawings to make Dogpatch only reasonably unintelligible to readers venturing there for the first time. Asking nothing of the world, the shmoo gave everything: butter, milk, eggs, boneless meat, building materials (of sliced shmoo), suspender buttons (of shmoo eyes). Wherever shmoos went-and they multiplied like speeded-up guinea pigs-no one had to work...
Having dispatched this message to Schweitzer, Newman forgot the whole episode. In May Schweitzer asked for permission to reprint the correspondence. Newman agreed, and then forgot about it once more...
Probably the most unusual request we ever received-and a proof of TIME'S toughness-came from a group of Trinity preparatory school boys in New York City. They didn't want to reprint anything; they wanted 50 copies of TIME for their weekend soccer game. It seems that there was a shin guard shortage in town, and a sporting goods salesman had advised them to substitute magazines for the time being. They tried all shapes & sizes of them and found that TIME was just right for their purpose. They managed to rustle up enough copies for their...