The personnel of the canvassing force has also undergone a change. A business such as the best houses are now doing requires agents of intelligence, tact, and judgment. The callow youth cannot succeed as he did once. The man who has failed at everything else will fail here. There are now men and women engaged in selling books by subscription, who possess business ability of a high order. Many of them have well-established lines of trade,—regular customers who depend upon them to supply their wants and keep them informed. The old jibes about the book-agent fall flat when applied to them. They do not bore their customers or tire them out. They serve them, and the customers are glad to be served by them.
I have taken care to point out that these observations apply to the business as conducted by the older and more conservative book publishers, who value their reputation. In a consideration of the subject a sharp distinction should be drawn between such publishers and a class of irresponsible schemers who by various ingenious devices seek to gain the public ear and then proceed to impose upon their victims to the full extent of their credulity. In recent years many schemes have been devised,—a few honest, some about half honest, and the rest miserable "fakes."
One of the earliest and most successful "schemes," not dishonest but certainly ingenious, was that of a publisher who had a large stock of unmarketable books whose retail price was $6 a volume. He organized an association and sold memberships at $10, the membership entitling the subscriber to one of the $6 books and the privilege of buying miscellaneous books at a discount. The discounts really were no greater than could have been obtained in any department store, but the "association" thought it had a great concession and multiplied so rapidly that the unmarketable book had to be reprinted again and again.
The next "scheme" to come into prominence was the so-called "raised contract." The process was simple. The order blank read, for example, $5 a volume, but the publisher wanted "a few influential citizens like yourself" to write testimonials, and had a few copies for sale to such people—only a very few—at $3, merely the cost of the paper and binding. By paying cash you could get another reduction, and as a special favor from the agent still another, and so on, until you found the price whittled down to the ridiculously low sum of $2.65. When the customer woke up and found that all his neighbors were also "influential citizens" who had bought at the same price or possibly less, and that the book would be dear at $2, he mentally resolved to "buy no more from that house." The figures are given merely to illustrate the idea and are not quoted from any particular proposition. It is unfortunately true, however, that the plan here illustrated is now in daily use by many concerns, although there are indications that it is gradually dying as the result of overwork!
Another scheme is to advertise a "a few slightly damaged" copies of a book for sale at barely the cost of the sheets—to save rebinding. A publisher once confided to me that he was doing a "land-office business" selling "slightly damaged stock." "How do you damage the stock," I asked,—"throw the books across the room?" "No," he replied, laughing, "we haven't time to do that."
Some of the schemes are so ludicrous as to cause one to wonder how anybody can be made to believe the story. Such was the one which soberly informed the prospective customer that he had been selected by a committee of Congress as one of a few representative citizens to whom the United States government would be willing to sell some of its precious documents. He was not asked to subscribe, but merely to "let us know" if he didn't want it, for "another gentleman" was quite anxious to secure his copy, etc. Of course the fortunate representative citizen made haste to secure the copy which Congress intended him to have. I am told that the originator of this scheme made a fortune out of it.
All these schemes, from the laughably absurd to the contemptibly mean, should be regarded merely as an excrescence upon the legitimate subscription-book business. They are like the "get-rich-quick" and "wildcat" banking schemes which flourish in prosperous times, but have nothing whatever in common with legitimate financial affairs. It is unfortunate for the book trade that these schemers selected books as the particular kind of merchandise upon which to exercise their ingenuity. They admit that their agents are expected not to canvass the merits of the book, but to "sell their story." They might have done the same thing had they chosen jewelry, bric-a-brac, rugs, paintings, stocks, bonds, or anything else as the subject for their exploitation. The reliable publishers are hoping that at no distant date the schemers will take up some of these other lines, although they bear no grudge against the latter.
If any prejudice exists in the public mind against subscription books, it is caused by the illegitimate use of books as a means of "fooling" if not of swindling the people. There are many honorable men and many houses of the highest class who are engaged in the subscription-book business. These should no more be classed with such schemers as I have described than Tiffany's with the diamond merchants who ornament the fronts of their stores with the three balls. The leading legal lights of the world and the gentry who frequent the police courts are all called lawyers; the eminent surgeon who performs marvellous operations involving incredible knowledge and skill and the half-breed who used to pull teeth in front of the circus, the brass band drowning the shrieks of his victims, are both called doctors. The eminent divine and his ignorant colored brother may both be preachers. Intelligent people know how to discriminate between these, and do not condemn the one for the faults of the others. And so the intelligent and honorable book agent who represents a thoroughly reliable publishing house deserves to be differentiated from the fellow who comes with a lie on his tongue, for which an unscrupulous schemer is directly responsible.
The subscription-book business, in the hands of honorable men, has performed a great service to the whole country, by putting good books into thousands and hundreds of thousands of homes, where, but for them, there would be little to read beyond the newspaper or the magazine. The best publishers have found it the most practicable method of distribution for their more extensive productions, and thousands of thoughtful men are glad of the opportunity to receive the representatives of such houses and to have the best of the new publications promptly brought to their attention.[Back to Contents]