15 8 / 2012
The Paperback Revolution
Half a century before e-books turned publishing upside down, a different format threatened to destroy the industry.
Here’s a little perspective: In 1939, gas cost 10 cents a gallon at the pump. A movie ticket set you back 20 cents. John Steinbeck’s The Grapes of Wrath, the year’s bestselling hardcover book, was $2.75. For a nation suffering 20 percent unemployment, books were an impossible expense.
But in just one day, Robert de Graff changed that. On June 19, 1939, the tall, dynamic entrepreneur took out a bold, full-page ad in The New York Times: OUT TODAY—THE NEW POCKET BOOKS THAT MAY TRANSFORM NEW YORK’S READING HABITS.
The ad was timed to coincide with the debut of his newest endeavor, an imprint called Pocket Books.
Continue Reading: How Paperbacks Transformed the Way Americans Read
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