What shall the reader buy, and where shall it be bought? To the former
question a partial answer has already been attempted, but to the latter
one the answer is more uncertain. In a general way a book might be
bought as any other article is bought, where the same quality can be
bought cheapest. But that principle is based on the advertising appeal,
an appeal that is strong where extravagance and wastefulness abound. The
making, selling, and buying of books is no exception to this rule of
trade. Books, like other articles, are now bought and sold according to
fashion, and the official pot of fashion must be kept boiling if it
takes the last penny. And like other fashions book fashions change, even
to morals and heroines; so that a body might as well be out of the
reading world as to be out of fashion in it. Just now the fashion seems
to turn out books with morbid morals and mediocre heroines, and yet the
people continue to read them and talk about them. The story is drawn,
printed, bought, read, dramatized, heard, and praised--even from the
pulpit. And before there is time for you to compose yourself in peace, a
new emotion is sprung on which all must dilate alike. This is the hubbub
about the multitude of new books that makes the buying of a few standard
ones something of a problem. The classics, especially for children,
either in old or in new editions, are hidden in the confusion. And
because of the talk the youngsters hear they want to read the book their
parents are reading, as they are curious to read the daily paper, a
thing never designed for any schoolboy to do. For this reason they need
to be urged strongly to buy the book that is old and tried by years of
helpful reading.
The advertising appeal that persuades a buyer of books to invest in what
he does not want and cannot use is active in two ways, through
travelling agents and at the book counters of department stores. Of all
the hindrances to the building up of a small library out of savings for
that purpose, the proverbial book agent is the greatest. This master of
the art of persuasive perseverance, with his oilcloth bag hidden under
the frock of his coat, has filched many a hard-earned dollar from the
farmer. If he had had either the artifice or the charity to get the
money and not deliver the book, the effect of his pernicious activity
would not be so marked. Yet what he sells as a book takes its place on
the centre-table with others of its kind to waste the time of winter
evenings and wet days for a generation. That interesting and rather
convenient character, the pedler with his pack, has passed away; but the
agent and his book continue to flourish. Can no one propose a short way
with book agents?
Public-domain text, read in full here on John Shaqi.
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