The Author's Printing and Publishing Assistant / Comprising Explanations of the Process of Printing; Preparation and Calculation of Manuscripts; Choice of Paper, Type, Binding, Illustrations, Publishing, Advertising, &c.; with an Exemplification and Description of the Typographical Marks Used in the Correction of the Press

by Frederick Saunders

PUBLISHING AND ADVERTISING.

Publishing, though the last step in order, is undoubtedly one of the first in importance to most Works issuing from the Press. There may perhaps be some few exceptions, but, generally, their success must in a great degree be influenced by the mode and means adopted for their Publication. Not that it can be supposed that all Works can alike succeed; but that many fail in obtaining that degree of attention which they might otherwise have received owing to some circumstances attending the means adopted in the final step of Publication.

London is undoubtedly the great emporium for Literary Works, as for almost every other species of Production. Even Printers in the country are so well aware of this, that they rarely fail to obtain the co-operation of a London Publisher in bringing out any Works in which they may venture to engage; though Works thus Published labour under the disadvantage naturally arising from their not being entirely under the management of the London Publisher.

There are other reasons which render London[54-*] the peculiar, and it might be said almost the exclusive channel for Publication. In it all the branches of the Periodical Press are conducted; Daily, Weekly, Monthly, and Quarterly, the various avenues to the public, not only in this vast city, but in every part of the empire, and of the world, are here open, and consequently all the vehicles for Announcements, Advertisements, and Criticisms, are here only accessible. Add to this that from London every species of literary production is constantly despatched to every part of the empire and of the world, and it will then be seen how small a probability there can be that any work not Published in London can obtain even the most moderate share of general attention.

London Publishers are of two classes: those who reside at the West End of the Town, and who confine their attention to Publishing only; and those who reside in the City, and who are also engaged in Wholesale Bookselling. Wholesale Booksellers generally devote their especial attention to the supply of the Retail Trade both in Town and Country. Some make no further arrangements for Publishing than simply to supply, when applied for, such Works as their Country Correspondents, who are Printers, may have transmitted to them for that purpose; while others are Publishers to a considerable extent of what are called Standard Works—Works on Education, Science, &c., and such as are in regular and constant demand. To these, therefore, the attention of the City Booksellers is very generally directed; while that of the Publishers at the West End of the Town is almost entirely devoted to what may be called the Literature of the Day—Works of Amusement and light reading, Travels, Memoirs, Novels, Tales, Poems, and other productions of a similar character.

This distinction of the two Classes of Publishers arises therefore, in the first place, from the nature of their avocations, and in the second from their peculiar Locality; the one having their Establishments in the centre of resort, for those who are engaged in Trade and Business; the other in that of Fashion and Amusement; so that there is not only a convenience but propriety in the arrangement that custom has established, that works of what may be called Current Literature should be Published at the West End of the Town, while those more immediately connected with the Business of Life should appear in the City.

It is generally understood that the name of an Established Publisher operates not only as a Recommendation to those Works to which it is Prefixed, but also tends to make them known through Extensive Connexions already formed. It also tends to associate them with other Popular Works issuing from the same Establishment.

There are three modes of Publishing—that in which a Work is Published entirely for, and at the expense of the Author, who thus retains the Property of the Work; that in which the Publisher takes all or part of the risk, and divides the profit; and that in which the Publisher purchases the Copyright, and thus secures to himself the entire proceeds. The First of these is the basis on which many First Productions are Published; the Second, where a certain demand can be calculated upon; and the Third, where an Author has become so popular as to ensure an extensive circulation.

The first step that should be taken by an Author intending to produce a Work should be to take the opinion of an experienced Publisher, by doing which not only much unnecessary trouble may be spared, but frequently much unavailable labour and even expense. It is not at all uncommon for Authors, in the course of their reading, to become so impressed with some favourite subject as to conclude that it must prove of the same interest to others, and under this impression proceed to bestow considerable labour upon it. Had they, however, taken the course here recommended, they would probably have learned either that there was already some very similar Work, or that the production proposed would not, from some cause known perhaps only to the Publisher, be at all likely to meet with the success anticipated. These are circumstances of constant occurrence, which the Publishers of this little Work have had frequent opportunities of knowing.

Generally speaking, Publishers are the most competent advisers on all subjects connected with their peculiar avocations, having constantly before them the best means of judging, and being naturally interested in the success of the Works in which they engage. Authors cannot therefore adopt a more judicious course than to commit the entire management of their Productions to their care.