Part 4

It is a common impression that manuscripts are not carefully read in publishing houses. Again and again has this fiction been exploded by houses whose word should be accepted as final, but it now and then lifts up its head as if untouched before. Of course there are manuscripts which no one ever reads completely through from beginning to end, chapter by chapter, and page by page, simply because it has been found not to be necessary to do so. Every conscientious reader, however,--and most readers known to me have been nothing if not conscientious,--reads at least far enough into a manuscript to learn if there be anything in it that in the least degree is promising. He understands full well the danger of overlooking a meritorious work, and experience has taught him to be careful. Moreover, he is usually fired with the worthy ambition to make a discovery; but he acts according to his light only, and hence makes mistakes. The conditions in which his work is done, however, preclude the possibility of careless reading.

It is doubtless true--indeed, I believe the records of every publishing house in the country will sustain this statement--that while no house has failed at some time in its career to reject at least one manuscript that was afterwards a highly successful book, mistakes of this kind have been extremely few; whereas the mistakes made by the same houses in accepting manuscripts that were afterward found to be unprofitable have been numerous. A further fact, which is seldom borne in mind, although it ought always to be remembered in any discussion of literary success, is that highly successful books usually bring to their publishers as much surprise as they do to any one else. This is distinctly true of novels by new writers, whose "big-sellers" have seldom or never been anticipated. It is well known in the trade that at least two, and probably a half-dozen, books highly successful during the past ten years, and all the works of new writers, were sent to press for the first edition, with a printing order for only two thousand copies.

The public has gotten very much into the habit of judging the fortunes of a publishing house by the successful fiction which it puts forth, and this is also true of many men in the trade, whose means of knowing better ought to be ample. Probably the literary gossip prevalent in newspapers and periodicals is largely responsible for this habit. The facts are, however, that, from these books alone, no publishing house in this country is, or could be, well sustained. Unless there be in the background some other publishing enterprise that is producing constant revenue from year to year, mere fiction will accomplish little to make or save the publisher. The real sources of stability lie elsewhere, far beyond the ken of the superficial observer, and they are very commonly overlooked. In one instance, this mainstay is religious books; in another a cyclopaedia; in another medical books, or educational; in another a dictionary; in another a periodical; and fortunate the house that has not one, but two or three, such sources of prosperity.

It might be set down as an axiomatic statement that no large publishing house in this country could possibly live exclusively from what are known as miscellaneous books, by which is meant current fiction and other ephemeral publications. The worst thing about such books is that they create no assets; their life is short, and once it is ended, the plates have value only as old metal. A house, therefore, in publishing this class of books finds that each season it must begin all over again the work of creating business for itself. Books of the more substantial kind, however, whether they be religious, educational, scientific, medical, or in other senses books of reference, do not perish with the passing of a season. Once the right kinds have been found, they are good for at least ten years, and not infrequently for a generation.

But this is wandering somewhat away from the subject of the literary adviser. His duties primarily are to preserve and to create good-will from authors toward the house which employs him, for that good-will is an asset of the first importance to a publishing house. Other kinds of good-will at the same time are essential to its fortunes,--notably the good-will of the bookseller and that of the book buyer,--but behind these, and primarily as the source of these, lies the good-will of the author. Houses now known to be the most prosperous in this country possess this good-will in abundance. So, too, the houses which are destined to much longer life are those which, by all legitimate means, shall seek to preserve and increase that good-will. Equally true is it, that the houses which in future shall fail will be those which do not cultivate and cherish the good-will of authors as the most valuable asset they can ever hope to possess.

It is because of this possession that a publisher gets an author's book. It was by this means that he got the books he already has, and by this will he get those which will make him successful in the future. His books being good, it is through them that the bookseller's good-will is acquired, and through them also that the publisher will secure the good-will of the book buyer. No wiser words on this subject have been uttered in our generation than those which may be found, here and there, in "A Publisher's Confession," which I hope was written, as reputed, by Walter H. Page, for it is certainly sound enough and sane enough to be his:--

"The successful publisher sustains a relation to the successful author that is not easily transferable. It is a personal relation. A great corporation cannot take a real publisher's place in his attitude to the author he serves."

"Every great publishing house has been built on the strong friendships between writers and publishers. There is in fact, no other sound basis to build on; for the publisher cannot do his highest duty to any author whose work he does not appreciate and with whom he is not in sympathy. Now, when a man has an appreciation of your work, and sympathy for it, he wins you. This is the simplest of all psychological laws,--the simplest of all laws of friendship, and one of the soundest."

"Mere printers and salesmen have not often built publishing houses. For publishing houses have this distinction over most other commercial institutions--they rest on the friendship of the most interesting persons in the world, the writers of good books."

"And--in all the noisy babble of commercialism--the writers of our own generation who are worth most on a publisher's list respond to the true publishing personality as readily as writers did before the day of commercial methods. All the changes that have come into the profession have not, after all, changed its real character, as it is practised on its higher levels. And this rule will hold true--that no publishing house can win and keep a place on the highest level that does not have at least one man who possesses this true publishing personality."

These are golden words. Men who knew them as self-evident truths laid the foundations, and in a few instances reared the superstructures, of the most famous publishing houses known to modern literature. Let us in part call the roll, restricting it to the dead: James T. Fields, the first Charles Scribner, George P. Putnam, Fletcher Harper, William H. Appleton, Daniel Macmillan, and the second John Murray. These men were more than publishers, adding as they did to that vocation the duties of the literary adviser, and becoming the ablest of their kind. Well may the literary adviser of our day, who is seldom himself a publisher, read the story of their lives and take heart from it in the discharge of his own duties.

THE MANUFACTURING DEPARTMENT

By Lawton L. Walton.

The manufacture of a book consists primarily of the processes of typography, or type composition, or the setting up of type--presswork or printing--photo-engraving or other methods of reproduction--designing--die-cutting--and binding, all of which are involved in transforming a manuscript into the completed book as it reaches the reader.

In the machinery of a modern publishing house the manufacturing man is the person who follows these processes in their devious volutions and evolutions, until the finished production comes from the binder's hands.

After a manuscript has been accepted by a publishing house, it is turned over to the manufacturing man with such general instructions regarding the make-up of the book, as may have been considered or discussed with the author, who invariably and sometimes unfortunately, has some preconceived notion of what his book should look like.

The manufacturing man then selects what he considers a suitable style and size of type and size of letter-press page for the book, and sends the manuscript to the typographer with instructions to set up a few sample pages, and to make an estimate of the number of pages that the book will make, so as to verify his own calculations in this respect.

If these sample pages do not prove satisfactory, others are set up, until a page is arrived at finally that will meet all the requirements that the publisher deems necessary. This is then invariably submitted to the author for his approval.

This detail settled, the typographer is now instructed to proceed with the composition and to send proofs to the author. Sometimes a book is set up at once in page form but more often first proofs are sent out in galley strips, on which the author makes his corrections before the matter is apportioned into pages; another proof in page form is sent to the author on the return of which the typographer casts the electrotype plates from which the book is printed, unless, as in rare instances, the book is to be printed from the type, when no electrotype plates are made.

The manufacturing man keeps in touch with this work in its various stages as it proceeds, and as soon as the number of pages that the book will make can definitely be determined, he places an order for the paper on which it is to be printed.

Meanwhile, if the book is to be illustrated, an illustrator must be engaged, and furnished with a set of early proofs of the book from which to select the points or situations to illustrate. When the drawings are finally approved they are carefully looked over, marked to show the sizes at which they are to be reproduced, and sent to the engraver for reproduction.

Upon receipt of the reproductions from the engraver, the proofs are carefully compared with the originals, and if the work has been satisfactorily performed, the cuts are sent to the typographer or the printer for insertion in their proper places in the plates or type matter of the book.

The matter of the paper on which the book is to be printed has now to be considered: First, the size of the page, i.e. the apportionment of the margins around the page of letter-press, is decided. Second, the quality of paper to be used, and the surface or finish is then selected; and finally, the bulk or thickness that the book must be, to make a volume of proper proportions, is determined. The paper is then ordered, to be delivered to the printer who will print the book.

Time was when paper was made by hand in certain fixed sizes, and the size of the book was determined by the number of times the sheet of paper was folded, and the letter-press page was adapted to the size of the paper. In these days of machinery, when paper can be made in any size of sheet desired, the process is reversed: the size of the letter-press page is determined and the size of the sheet of paper adapted thereto. Upon receipt of the paper the printer sends a full-sized dummy of it to the manufacturing man so that he may compare it with the order that was given to the paper dealer. The book is then put to press, and as soon as the printing has been completed, the printed sheets are delivered to the binder.

If the book is to have a decorative cover, a designer has been employed to furnish a suitable cover design. When the design has been approved, it is turned over to the die cutter to cut the brass dies used by the binder in stamping the design on the cover of the book.

The dies when finished are sent with the design to the binder to be copied. He stamps off some sample covers until the result called for by the designer has been attained and is then ready to proceed with the operation of binding the book, as soon as the printed sheets have been delivered to him from the printer.

The binder is usually supplied by the printer with a small number of advance copies of the book, before the complete run of the sheets has been delivered. These advance copies are bound up at once and delivered to the manufacturing man so that any faults or errors may be caught and improvements be made before the entire edition of the book is bound.

Printed paper wrappers for the book have been made and supplied to the binder for wrapping each copy, and as soon as the books are bound, they are wrapped and delivered at the publisher's stock rooms.