The secret of the sale of Mr. Wright’s books, so far as the external factor is concerned, resides in the fact that his stories have been brought to the attention of thousands upon thousands who, from one year’s end to the other, never have a new book of fiction thrust upon their attention by advertising or by sight of the book itself. 4 We speak of the “external factor.” There is an external factor quite as much as an internal factor in the success of every best seller of whatever sort. The tendency of everybody who gives any attention to the subject, but particularly the book publisher, is to study the internal factor almost to the exclusion of the other. What, you naturally ask yourself, are the qualities in this book that have made it sell so remarkably? The internal factor is important. Its importance, doubtless, cannot be overrated. But it is not the whole affair. Before we go further let us lay down some general principles that are not often formulated clearly enough even in the minds of those to whom they import most. 1. The internal factor--certain qualities of the book itself--predetermines its possible audience. 2. The external factor--the extent to which it is brought to public attention, the manner in which it is presented to the public, the ubiquity of copies for sale--determines its actual audience. 3. The internal factor can make a best seller of a book with almost no help from the external factor, but cannot give it a 100 per cent. sale. 4. The external factor cannot make a big seller where the internal factor is not of the right sort; but it can always give a 100 per cent. sale. 5. The internal factor is only partly in the publisher’s control; the external factor is entirely controllable by the publisher. There are two secrets of the best seller. One resides in the book itself, the other rests in the manner of its exploitation. One is inherent, the other is circumstantial. One is partly controllable by the publisher, the other is wholly so. Since a book possessing certain qualities in a sufficient degree will sell heavily anyway, it is human nature to hunt ceaselessly for this thing which will triumph over every sort of handicap and obstacle. But it is a lazy way to do. It is not good business. It cannot, ultimately, pay. The successful book publisher of the future is going to be the publisher who works for a 100 per cent. sale on all his books. When he gets a book with an internal factor which would make it a best seller anyway, it will simply mean that he will have to exert himself markedly less to get a 100 per cent. result. He will have such best sellers and will make large sums of money with them, but they will be incidents and not epochal events; for practically all his books will be good sellers. 5