arts, ideas & societyWikipedia19th century · Britain

Pocket Books' 1939 paperbacks used a kangaroo logo and set the 25-cent format that followed

the gist

Cheap paper-bound books existed long before the 20th century. In Britain, publishers such as Routledge sold railway paperbacks in the 19th century, and Bernhard Tauchnitz produced inexpensive English-language editions on the Continent from 1841. In 1935 Allen Lane launched Penguin Books in Britain with ten titles, using large print runs and selling through unusual shops such as Woolworths. In the United States, Pocket Books began in 1939 with ten titles, including Lost Horizon and Wuthering Heights, at 25 cents each. Its small format, full-colour covers and newsstand distribution became the template for American paperbacks, and its kangaroo logo named Gertrude became one of the most recognised publishers' marks. During World War II the US military distributed about 122 million Armed Services Editions to troops.

how it works

Paperbacks used cheap paper, thin covers and simple binding, which cut production costs. Printers could make very large runs, so each copy cost less, and the low price encouraged bulk sales. Spinner racks and newsstands put the books near everyday customers, so sales volume kept the price low.

so what

Paperbacks made reading a mass habit by lowering the price and putting books where people already shopped. The pricing and distribution choices of the 1930s still shape how cheap books reach readers today.

fun fact

The term pocket book became a common name for paperbacks in English-speaking North America, while French still uses livre de poche.

Adapted from Wikipedia, the free encyclopedia · CC BY-SA 4.0

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