—And that brings us....
—Yes. I've been waiting for it. That brings us to book-jackets!
—Yes. What do you think....
—Now there you are in another country entirely. Now's the time to beat the drums and run up the flags and drape the bunting.... All the money you can't afford to spend on covers you can afford to spend on jackets. Because, first, the jacket is the cover; and second, the jacket helps directly in selling the book. Jackets are advertising—posters—billboards—so make 'em shout.
—Attractive?
—If you mean pretty, not so important. If you mean oomph, by all means. Feminine charm, in the prevailing mode.... But sock-'em-in-the-eye. Make them strong. Make them so people can't miss seeing them.
—What is your own formula?
—Formula? I haven't any formula.... If I had I think it would be contrast. Contrast with all the other books on the table. Don't follow anybody's style. Get away from the prevalent "successful" style of the moment. Take a look at the tables—what would stick out now more than plain white paper with plain black type? I'd probably varnish it. Contrast.
—Do jackets sell books?
—Oh ... no. Jackets don't sell books. They help. What sells a book is the stuff inside—story—text. But books need to be seen. Jackets help make them visible.