BOOKS: Mail-Order House

Monday, Mar. 15, 1943

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Printers' Ink has thus described the Book-of-the-Month Club: "An interesting advertising success story. . . . The selection committee, or Editorial Board, . . . in a way is a consumer jury that passes on the quality of [the] merchandise. . . . Circulation has to be constantly maintained. . . . This situation calls for a continual stream of advertising, which has now reached the cumulative total of $8,500,000. . . . Advertising is thus solely responsible for building and maintaining this business in a field in which it was deemed impossible to carry on a mailorder operation."

^{-Book-of-the-Month judges now number four: Critic Henry Seidel Canby,
Novelists Dorothy Canfield Fisher and Christopher Morley, Editor
William Allen White. President Scherman has no say in selections, but
chooses the "dividend" books.}