Every one when first exploring the world of books, and through them the larger world of reality, is attracted by travels and voyages. These are peculiarly interesting to country people, to whom the idea of exploration is natural. Reading such a book is like coming to a hill and seeing a fresh landscape spread out before them. There are no museums in the villages to familiarise them with the details of life in distant parts of the earth, so that every page as it is turned over brings something new. They understand the hardships of existence, hard food, exposure, the struggle with the storm, and can enter into the anxieties and privations of the earlier voyagers searching out the coast of America. They would rather read these than the most exciting novels. If they could get geography, without degrees of longitude, geography, or rather ethnography, which deals with the ways of the inhabitants, they would be delighted. All such facts being previously unknown come with the novelty of fiction. Sport, where it battles with the tigers of India, the lions of Africa, or the buffalo in America—with large game—is sure to be read with interest. There does not appear to be much demand for history, other than descriptions of great battles, not for history in the modern sense. A good account of a battle, of the actual fighting without the political movements that led to it, is eagerly read. Almost perhaps more than all these the wonders of science draw country readers. If a little book containing an intelligible and non-technical description of the electric railway were offered in the villages, it would be certain to sell. But it must not be educational in tone, because they dislike to feel that they are being taught, and they are repelled by books which profess to show the reader how to do this or that. Technical books are unsuitable; and as for the goody-goody, it is out of the question. Most of the reading-rooms started in villages by well-meaning persons have failed from the introduction of goody-goody.
These are the principal subjects which the villager would select or avoid had he the opportunity to make a choice. As it is, he has to take what chance brings him, and often to be content with nothing, because he does not know what to ask for. If any one ever takes up the task of supplying the country with the sound and thoroughly first-class literature for which it is now ready, he will at least have the certain knowledge that he is engaged in a most worthy propaganda—with the likelihood of a large pecuniary reward. Such profits must of necessity be slow in the beginning, as they are in all new businesses, but they would also be slow in working off. It is a peculiarity of the country to be loyal. If country people believe in a bank, for instance—and they always believe in the first bank that comes among them—they continue to believe, and no effort whatever is necessary to keep the connection. It will be generations in dying out. So with a newspaper, so with an auctioneer—with everything. That which comes first is looked on with suspicion and distrust for a time, people are chary of having anything to do with it; but by-and-by they deal, and, having once dealt, always deal. They remain loyal; competition is of no use, the old name is the one believed in. Whoever acquires a name for the supply of the literature the country wants will retain that name for three-quarters of a century, and with a minimum of labour. At the same time the extent of country is so large that there is certainly room for several without clashing.
In working out a scheme for such a supply, it may be taken for granted that books intended for the villages must be cheap. When we consider the low prices at which reprinted books, the copyrights of which have expired, are now often met with, there really seems no difficulty in this. Sixpence, a shilling, eighteenpence; nothing must be more than two shillings, and a shilling should be the general maximum. For a shilling how many clever little books are on sale on London bookstalls! If so, why should not other books adapted to the villager's wishes be on sale at a similar price in the country? Something might, perhaps, be learned in this direction from the American practice. Books in America are often sold for a few cents; good-sized books too. Thousands of books are sold in France at a franc—twopence less than the maximum of a shilling. The paper is poor, the printing nothing to boast of, the binding merely paper, but the text is there. All the villager wants is the text. Binding, the face of the printing, the quality of the paper—to these outside accidents he is perfectly indifferent. If the text only is the object, a book can be produced cheaply. On first thoughts, it appeared that much might be effected in the way of reprinting extracts from the best authors, little handbooks which could be sold at a few pence. Something, indeed, might be done in this way. But upon the whole I think that as a general rule extracts are a mistake. There is nothing so unsatisfactory as an extract. You cannot supply the preceding part nor the following with success. The extract itself loses its force and brilliance because the mind has not been prepared to perceive it by the gradual approach the author designed. It is like a face cut out of a large picture. The face may be pretty, but the meaning is lost. Such fragments of Shakspeare, for instance, as one sometimes still meets with reprinted in this way strike the mind like a fragment of rock hurled at one's head. They stun with rugged grandeur. As a rule, extracts, then, are a mistake—not as a rigid rule, but as a general principle. It would be better for the village reader to have a few books complete as to text, no matter how poorly printed, or how coarsely got up, than numerous partial reprints which lead the thoughts nowhere.
There must be no censorship, nothing kept back. The weakness and narrowness of mind which still exists—curious relic of the past—among some otherwise worthy classes who persist in thinking no one must read what they dislike, must not be permitted to domineer the village bookstall. There must be absolute freedom, or the villager will turn away. His mind, though open to receive, is robust like his body, and will not accept shackles. The propaganda should be of the best productions of the highest intellects, independent of creed and party. A practical difficulty arises from the copyrights; you cannot reprint a book of which the copyright still exists without injury to the original publisher and the author. But there are many hundred books of the very best order of which the copyright has expired, and which can be reprinted without injury to any one. Then there are the books which it may be presumed would be compiled on purpose for the object in view when once the scheme was in working order. Thirdly, it is probable that many living authors when about publishing a volume would not object to an arrangement for a production in cheap form after a reasonable time. So that there is no such difficulty here but that it might be overcome.
IV
PLAN OF DISTRIBUTION
When you have got your village library ready, how is it to be sold? How is it to be distributed and placed in the hands of the people? How are these people to be got at? They are scattered far apart, and not within sound of trumpet. Travellers, indeed, could be sent round, but travellers cost money. There is the horse and the man to attend to it, turnpikes, repairs, hotels—all the various expenses so well known in business. Each traveller could only call on a certain number of cottages and country houses per day, comparatively a small number, for they are often at long distances from each other; possibly he might find the garden gate locked and the people in the field. At the best after a long day's work he would only have sold a few dozen cheap books, and his inn bill would cover the profit upon them. Reduced thus to the rigid test of figures, the chance of success vanishes. But so, too, does the chance of success in any enterprise if looked at in this fashion. It must be borne in mind that the few copies of a cheap book sold in a day by a single traveller would not represent the ultimate possible return. The traveller prepares the ground which may yield a hundredfold afterwards. He awakens the demand and shows how it can be supplied. He teaches the villager what he wants, and how to get it. He lays the foundation of business in the future. The few pence he actually receives are the forerunners of pounds. Nothing can be accomplished without preliminary outlay. But conceding that the regulation traveller is a costly instrument, and putting that method upon one side for the present, there are other means available. There is the post.
The post is a far more powerful disseminator in the country than in town. A townsman picks up twenty letters, snatches the envelopes open, and casts them aside. The letters delivered in the country have marvellously multiplied, but still country people do not treat letters offhand. The arrival of a letter or two is still an event; it is read twice or three times, put in the pocket, and looked at again. Suburban residents receive circulars by every other post of every kind and description, and cast them contemptuously aside. In the country the delivery of a circular is not so treated. It is certain to be read. Nothing may come of it, but it is certain to be looked over, and more than once. It will be left on the table, or be folded up and put on the mantelpiece: it will not be destroyed. Country people have not yet got into the habit which may be called slur-reading. They really read. The circulars at present delivered in the country are counted by ones and twos where suburban residents get scores and fifties. Almost the only firms who have found out the value of circulars in the country are the great drapery establishments, and their enterprise is richly rewarded. The volume of business thus transacted and brought to the London house by the circular is enormous. There are very few farmhouses in the country which do not contribute orders once or twice a year. Very many families get all their materials in this way, far cheaper, better, and more novel than those on sale in the country towns. Here, then, is a powerful lever ready to the hand of the publisher. Every circular sent to a country house will be read—not slurred—and will ultimately yield a return. Cottagers never receive a circular at all. If a circular came to a cottage by post it would be read and re-read, folded up neatly, and preserved. After a time—for an advertisement is exactly like seed sown in the ground—something would be done. Some incident would happen, and it would be remembered that there was something about it in the circular—some book that dealt with the subject. There is business directly. The same post that brought the original circular, distributing knowledge of books, can bring the book itself. Those who understand the importance attached by country people, and especially by cottagers, to anything that comes by post, will see the use of the circular, which must be regarded as the most effective means of reaching the rural population.
Next in value to the circular is the poster. The extent to which posters are used in London, which contains a highly educated population, is proof sufficient of its utility as a disseminator. But in the country the poster has never yet been resorted to as an aid to the bookseller. The auctioneers have found out its importance, and their bills are freely dispersed in every nook and corner. There are no keener men, and they know from experience that it is the cheapest way of advertising sales. Their posters are everywhere—on walls, gate-posts, sign-posts, barns, in the bars of wayside inns. The local drapers in the market towns resort to the poster when they have a sale at "vastly reduced" prices, sending round the bill-sticker to remote hamlets and mere settlements of two or three houses. They, too, know its value, and that by it customers are attracted from the most outlying places. People in villages and hamlets pass the greater part of their time out-of-doors and are in no hurry, so that if in walking down the road to or from their work they see a bill stuck upon a wall, they invariably stop to read it. People on the London railway platforms rather blink the posters displayed around them: they would rather avoid them, though they cannot altogether. It is just the reverse in the hamlet, where the inhabitants lead such monotonous lives, and have so little excitement that a fresh poster is a good subject for conversation. No matter where you put a poster, somebody will read it, and it is only next in value to the circular, appealing to the public as the circular appeals to the individual. Here are two methods of reaching the country and of disseminating a knowledge of books other than the employment of expensive travellers. Even if travellers be called in, circular and poster should precede their efforts.
There is then the advertisement column of the local press. The local press has never been used for the advertisement of such books as are suitable to country readers, certainly not for the class hitherto chiefly borne in view and for convenience designated villager. The reason why such books have not been advertised in the local press is probably because the authors and publishers had no idea of the market that exists in the country. For the most part readers in town and the suburbs only glance at the exciting portions of papers, and then cast them aside. Readers in the villages read every line from the first column to the last, from the title to the printer's address. The local papers are ploughed steadily through, just as the horses plough the fields, and every furrow conscientiously followed from end to end, advertisements and all. The brewer's, the grocer's, the draper's, the ironmonger's advertisements (market-town tradesmen), which have been there month after month, are all read, and the slightest change immediately noted. If there were any advertisement of books suitable to their taste it would be read in exactly the same manner. But in advertising for country people one fact must be steadily borne in mind—that they are slow to act; that is, the advertisement must be permanent. A few insertions are forgotten before those who have seen them have made up their minds to purchase. When an advertisement is always there, by-and-by the thought suggested acts on the will, and the stray coin is invested—it may be six months after the first inclination arose. The procrastination of country people is inexplicable to hurrying London men. But it is quite useless to advertise unless it is taken into account. If permanent, an advertisement in the local press will reach its mark. It is this permanency which gives another value to the circular and the poster; the circular is folded up and preserved to be looked at again like a book of reference; the poster remains on the dry wall of the barn, and the ink is legible months after it was first put up.