Word: rinchart
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...Rinchart Publishing Company has lately brought out on the market a new series of paperbound books which, with the gradually disappearing GI subsidy, is going to mean considerable saving to the undergraduate in the Humanities. Modern Library, which was such a good thing when it first came out, has not only been steadily increasing its prices but lately taken to putting flashy dust-jackets on its issues in an apparent attempt to cover up the deteriorating quality of its insides. The catalogue of Modern Library is still without equal, but Rinchart's thick paper at least allows the student...
...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 he wants a permanent copy. Sales resistance should decrease when not only the price is more reasonable but the buyer doesn't feel he's making...
...point of the other two. "Perchance To Dream" is chiefly a dialogue piece, in spirit a combination of Noel Coward, James Thurber, and Evclyn Waugh. Here again a good editor would have made a big difference. The dialogue in places is poor, and no good editor would let Mr. Rinchart write instead of a simple "he said," such things as he started, he snarled, she snapped, she giggled, said the man evenly, and said the woman triumphantly. Ring Lardner once wrote a satirical story in which every character always said things with a lordly snort, or with an easy sneer...
...editorial ends with a plea for the Spread, calling it "still as much of the present as Lampy, the Crime, the Coop, the Pudding, the Freshman Jubilee, or Rinchart...
...CIVILIZATION AGAINST CANCER-Farrar & Rinchart...