1896

ON THE SELLING OF BOOKS

FEW questions have given rise to more speculation than those connected with the distributing and selling of books. They are frequently enigmas even to those who are behind the scenes, and are conversant with the methods by which the enormous output of books reaches the reading public.

To authors, publishers, and booksellers the subject is one of vast importance. Could a definite solution of the question be arrived at much heart-burning (especially on the part of young authors) would be obviated.

In discussing this question, all reference to the literary quality of books is purposely omitted. A timely work on a subject of passing importance will frequently sell, be the book good or bad. It is, therefore, of books as articles of commerce, and of the best means of attracting public attention to them, that this paper will treat.

Before entering upon the details of the problem, it will be of interest to glance at the means by which books, when they are issued by the publishers, find their way to the shop of the retail bookseller. It is generally assumed that the booksellers obtain the whole of their supply of books direct from the publisher. Such is not, however, the case; for by the multiplying of new books and the continued additions made to the list of publishers, it would be almost impossible for a retail bookseller to keep in stock all the books issued even by one publisher.

He has, therefore, to rely upon the wholesale bookseller, who acts as chief distributing agent for the publisher. This arrangement, it may be said, has been found indispensable by the retail bookseller and of great utility by the publisher. It is from the wholesale establishment that the former obtains his daily supplies, and here, also, he directs most of his inquiries for information. The knowledge available at these establishments is encyclopædic, as indeed it must needs be, since it is expected to embrace the titles, prices, &c., of all books that have been published, as well as of those announced for publication.

The extent of the wholesale trade may be judged from the statement, recently made, that the principal distributing house had over a million books always in stock. On a busy day, few sights are more interesting than the counters of these establishments.

Here congregate in noisy haste the messengers from the various retail houses ('collectors' they are called), who are seeking for books which are 'not in stock' with the shopkeepers.

The books required are usually issued by different publishers, and no matter what the size or cost of the book may be, it can generally be obtained at one of these great emporiums of literature.

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Many and varied are the enquiries made by the collectors,' and when it is stated that, in addition to the trade at the counter, 1,500 letters were received at one of these establishments from country customers in one day, resulting in the despatch of seven hundred or eight hundred parcels, it will be readily understood that the labour involved in grappling with the details of the work must be prodigious. As to modes of business, each new book when ready for publication is brought to these establishments for 'subscription '—that is, to ascer tain how many copies will be bought. The sale of a book is often greatly influenced by the number purchased at this time. During the busy autumn season as many as seventy new books are sometimes submitted for subscription' in one day.

In the distribution of books to the public the most important medium is undoubtedly the intelligent bookseller. We use the term 'intelligent bookseller' advisedly, because there are now many calling themselves booksellers who are not rightly so named. To the latter one saleable article stands upon the same footing as another; for in handling a book he looks upon it simply as an article of commerce upon which he can get his share of profit. On the other hand, the intelligent bookseller can always make himself felt as an important factor in the sale of books, if he stocks them carefully, and takes every opportunity of pointing out their various merits to his customers. In this way he can do more to promote sales than any number of advertisements, be the mediums ever so carefully and judiciously selected. Indeed, many instances could be cited in which a bookseller has himself disposed of a large portion of an edition solely by this system of introduction. He may also do much by the careful distribution of prospectuses among his bookbuying clientèle. Consider also what a useful advertising medium is the counter of the intelligent bookseller's shop. The majority of his customers, belonging as they do to the cultured and well-to-do class, will naturally examine any book which appears unique or striking in its authorship or its appearance. Interest is thus aroused and conversation promoted; the book is mentioned to friends and talked about at the dinner table or in the smoking-room; a demand is by these means created, the result of which it is difficult to estimate.

Many articles have been written and much correspondence has from time to time appeared in literary journals upon the decay of bookselling, but it is in booksellers themselves, rather than in bookselling, that this decay is most noticeable. Probably one reason for

this is the want of interest shown by the leaders of the trade, especially in London, to the various organisations which would materially affect the education and improvement of its younger members. The fact of apprenticeship being somewhat out of date has also, without doubt, lessened the business capabilities and literary knowledge of the assistant. Perhaps some day a leader may come forward who will attempt the reo ganisation of the trade institutions, and establish an educational or technical guild for the encouragement of knowledge in the bookseller of the future. This might well be undertaken by the Stationers' Company, which was founded as far back as 1403, and in that year completed its organisation as a guild of book dealers. The term Stationarii was then applied to the booksellers of the University towns. If some educational scheme could be devised the well-informed bookseller would be the rule, rather than, as is now unfortunately the case, the exception.

There never was a period when so many books were published as the present. The annual return issued by the Publishers' Circular shows that, during the year 1895, 5,581 new books and 935 new editions were published. From the same source we learn that an advance of nearly 50 per cent. in poetry was made, by comparison with the previous year. Yet we hear it said that poetry is not read nowadays. What, then, becomes of all the volumes of verse issued, if they are not read? there is no question as to the quantity produced. This activity should make the trade of the bookseller more important, and should lead to a corresponding increase in his business; but, unfortunately, there has sprung up during the last few years many additional channels of distribution, such as the Stores, &c., which, from the bookseller's point of view, are not satisfactory.

Advertising is, next to the bookseller, the most important factor in the sale of books. In England publishers spend larger sums in advertising than in any other country in the world, some indeed spending thousands of pounds annually in trying to make their books sell. Many devices are resorted to, and great ingenuity is displayed in the attempt to find out the best channels for advertising class or technical books, in order that the public for which a particular work is intended may be reached.

Much has yet to be done before the present system of advertising can be said to bring an adequate return. Most publishers have certain fixed mediums, but it is open to question if proper care and thought are always given in making the selection.

A case came under my notice not long since, in which an author spent over 200l. in advertising his book, but even this did not result in the sale of a single copy. On the other hand, only 101. was expended on a popular 38. 6d. book upon publication, and within twelve months nearly 80,000 copies were disposed of. This would seem to show that no amount of advertising will make a bad

book popular beyond the author's circle of friends and admirers, while a good book will make its way with little advertising, without friends, and often in the face of adverse criticisms.⚫

Authors themselves frequently show great originality in attracting public attention. Sometimes it is by a speech, sometimes through a clerical friend in the pulpit, a member of Parliament in the House, or by correspondence in the Press. These methods, and others not less ingenious, are resorted to in order to keep their name and that of their book before the public. Of course, where an author already possesses considerable social or political influence, the matter is upon quite a different footing. The 'new author' (to use the cant phrase) appears to have instituted better methods of making himself known. He usually belongs to a clique of men who write of each other in the Press, and talk of each other at their club, in drawing-rooms; in season or out of season matters not, so that they are talked about. Cases could be mentioned in which an author has ordered copies of his recently published book from several booksellers, stating that he would call for them in a few days. This he failed to do, and the booksellers have been obliged to place the copies in their stock. It is hardly necessary to add that this system of increasing sales can only be practised once during the author's lifetime.

The commercial traveller is an important factor in the publisher's machinery, and is, if an intelligent man, of great importance in promoting the sale of books. By becoming acquainted with the works he is selling, he is enabled to influence a bookseller in stocking a book, and thus initiate what has already been referred to as of great importance to the vitality of a book.

It occasionally happens that publishers themselves are to blame for the inability of the bookseller to dispose of the copies of a work which he has purchased from them, in consequence of the former over-estimating the value or importance of the book. In the majority of instances the publisher relies upon the opinion of his 'reader,' and although in most cases this opinion is a correct one, yet it may be that the 'reader' has no sympathy with the subject under consideration, or an insufficient knowledge of the requirements of the public, and thus his opinion is practically worthless. Many MSS. have been refused on these grounds, which have afterwards been published with marked success. The case of a very popular work on the subject of science and religion occurs to me as I write. It was rejected by one publisher on the ground of its unscientific character (such was his 'reader's' report), but being read by another in sympathy with its subject, it was immediately accepted, and a great success was secured.

The bookseller is frequently heard to complain that so many books are issued without any apparent raison d'être. This is, of course, quite a publisher's question, and with the great activity shown by the writers of the day, it must indeed be difficult to dis

criminate. Take the public expression of opinion of two representative publishers, Mr. F. Macmillan and Mr. A. Chatto. The former, at a recent dinner, stated that his firm only accepted 22 out of 315 MSS. submitted to them in one year, and the latter in a Press interview asserted that his firm retained on an average about 13 out of 500. If the bookseller could, in all cases, rely upon each book being carefully and judiciously selected by the publisher, much of the dead stock which is the bane of bookselling would disappear. Pot-boilers will always be produced, but if they could be dealt with as such, and not as serious literary efforts, it would be better for all concerned.

There is a practice of recent growth (probably imported from America) which must not be overlooked here. A publisher who is on the eve of issuing some book, which he thinks will be of general interest, sends out to the writers of paragraphs in the columns of literary gossip in the various papers scraps of information respecting the work, and details of the author's personality. The appearance of such information, given at intervals, whets the appetite of the public, and is frequently of great value in creating a demand for the book.

'Log-rolling' has sometimes a considerable effect on sales, but the paragraphs employed for this purpose must be very carefully written, and as judiciously distributed. The system is by no means a healthy

one.

Reviews of books in the various journals have now less influence than formerly on sales, and are frequently of interest to the author only. A few years ago a favourable review in the Times or the Spectator was certain to send a book through at least one edition. It has been suggested that, in order to obtain a perfectly independent criticism, every editor or reviewer should purchase the book to be noticed. This arrangement might possibly result in a more healthy and impartial review, but it is doubtful if it would be as satisfactory to the author who is anxious for an opinion upon his work. The present system of sending out so plentifully presentation copies of books is certainly open to abuse, as they are frequently disposed of by the reviewer, and so interfere with legitimate sales.

Two cases might be mentioned, in passing, in which the Press has played an important part in the fortunes of books. During the Franco-German war a little brochure was issued, entitled The Fight at Dame Europa's School. This was declined by many London publishers, and finally issued in the country, a very small edition only being printed. A notice of it appeared in the Times, and such was the demand created thereby, that about 200,000 copies were eventually sold. The other case was that of Called Back, by Hugh Conway. This work was brought out in the country as an annual. It was noticed in a society journal, and so flattering was the review that the author's reputation was at once established. Between 300,000 and 400,000 copies were finally disposed of.