The Building of a Book Part 19

Another form of subscription book, now fortunately obsolete, was the book in "parts." A "part" consisted of some twenty-four or forty-eight pages, or more, in paper covers. These were delivered and paid for by the buyer in instalments of one or two at a time until the entire work was complete. Then the binding order was solicited. It was an expensive and unsatisfactory makeshift, intended to reach those who could pay only a dollar or two a month. The theory was that the people could not be trusted, and therefore the book must be cut up and delivered in pieces. Later the publishers learned that "most people are honest," and the modern method is to deliver the complete publication and collect the price in monthly instalments. This plan has proved far more economical both to subscribers and publishers, and the losses are few if the management is careful and conservative. One house which carefully scrutinizes its orders has suffered losses of less than one per cent on a business of several millions of dollars covering a period of fifteen years.

In late years by far the greatest part of the subscription-book business has been done with complete sets of books, usually the writings of the leading standard authors. These books are sold directly to the subscriber who gives a signed order, and the publisher makes the delivery, pays the agent a cash commission, and collects the payments as they fall due. The old, worthless, "made-up" books are rapidly disappearing, and the subscription-book of to-day is as a rule a vastly superior article to that of a score of years ago. In fact some of the oldest and most reliable publishing houses in America now offer their choicest output by subscription. A large investment of capital in plates, ill.u.s.trations, editorial work, etc., such as is necessary in many of the extensive editions of standard works, could not be made unless there, were an a.s.sured return. The subscription method of selling makes such undertakings possible, and the result of its adoption has been the issue of many superb publications which never would or could have been undertaken, had the retail book store been the only outlet to the market. The subscription business has in this way proved a marked benefit to the lovers of fine editions of their favorite authors. The book-lover has been benefited, too, in the matter of prices. The agent's commission under the modern methods is no greater than the bookseller's profit, and no extraordinary allowance is made for losses, as many imagine, for the losses are comparatively small. The desire to extend his business leads the publisher to make his books more attractive, while there is plenty of compet.i.tion to keep the prices down. It is a fact that the buyer is to-day getting a far better book for his money than ever before.

The personnel of the canva.s.sing 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 cla.s.s 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 a.s.sociation and sold memberships at $10, the membership ent.i.tling 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 "a.s.sociation" 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 ill.u.s.trate the idea and are not quoted from any particular proposition. It is unfortunately true, however, that the plan here ill.u.s.trated 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 doc.u.ments. 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 canva.s.s 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 cla.s.s who are engaged in the subscription-book business. These should no more be cla.s.sed with such schemers as I have described than Tiffany's with the diamond merchants who ornament the fronts of their stores with the three b.a.l.l.s. 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 bra.s.s 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.

SELLING AT AUCTION

By John Anderson, Jr.

While the auctioneer is admitted to be an important factor in the handling of a book once it has become a finished product, his relations to it are not clearly understood, even by many of those who avail themselves of his services as a medium of sale or purchase. An endeavor shall therefore be made to present here, in the simplest possible way, some facts which may prove both pertinent and enlightening.

It is to be presumed that the auctioneering of books began at the time when it first became apparent to the owners of libraries that a necessity existed for the establishment of a system by which they could reach the largest number of buyers, and bring about the quickest sales and returns, for these are, admittedly, the distinguishing features of the auction method, as opposed to all others.[4] Selling to the highest bidder proved the happy solution of the problem, and to this day it has been universally recognized as the most satisfactory method of dispersion. To quote a book as having sold for so much at auction gives it in the minds of all true bookmen the best possible criterion of value. The prices obtained, though variable, represent a consensus of opinion, and may be considered as standards.

[Footnote 4: "But it was soon perceived, that when necessity or inclination determined the disposal of libraries, the auction method was on the whole by far the best, producing as it did, and still does, compet.i.tion amongst a larger circle of intending purchasers, with a better result than would have been obtained by selling _en bloc_."--JOHN LAWLER, in "Book Auctions in England in the Seventeenth Century."]

So far as can be traced, the earliest known book auctions took place in Holland. The library of Marnix of St. Aldegonde was sold by Christopher Poret at Leyden, July 6, 1599, this being the earliest recorded sale. The first English book sale is supposed to have been that held on October 31, 1676, when the library of the then lately deceased Rev. Lazarus Seaman was sold at his residence in Warwick Court, Warwick Lane, London, by William Cooper. The earliest known sale in America occurred at the Crown Coffee House in Boston, on July 2, 1717, and succeeding days, when was dispersed the library of the famous early New England divine, Rev. Ebenezer Pemberton. Philadelphia held book auction sales many years in advance of New York, the earliest known being that of the library of Charles Read, in 1737. The date of the first sale in New York is unknown, as is the name of the auctioneer, but an advertis.e.m.e.nt of McLaughlin & Blakely, of 41 Maiden Lane, in a paper of May 4, 1825, reads as follows, "From the long acquaintance of Mr. McLaughlin with the book auction business, he trusts that the firm will receive a consequent share of public patronage." It is known that McLaughlin & Co. held unimportant book sales at 78 Maiden Lane in 1824, and late though this date is, it will have to stand as representing the earliest book auction sale in New York until newly discovered evidence reveals an earlier recorded one.[5]

[Footnote 5: "Seventy Years of Book Auctions in New York," Robert F. Roden.]

It rarely happens that a really great collection of books is sold otherwise than at auction. The collector recognizes that the taste and judgment displayed by him in the acquirement of his library will, by the medium of the auctioneer's carefully prepared catalogue, be made evident to all succeeding generations of book lovers. How many would to-day know the names of George Brinley, John Allan, and William Menzies, were it not for the sale catalogues of their collections?

They attained book-fame without having sought it.

In this connection, an extract may be quoted from the will of Edmond de Goncourt, the distinguished French writer and collector:--

"My wish is that my Drawings, my Prints, my Curiosities, my Books--in a word, these things of Art which have been the joy of my life--shall not be consigned to the cold tomb of a Museum, and subjected to the stupid glance of the careless pa.s.ser-by; but I require that they shall all be dispersed under the hammer of the auctioneer, so that the pleasure which the acquiring of each one of them has given me shall be given again, in each case, to some inheritor of my own tastes."

A list of those whose libraries have been dispersed at public auction would contain an astonishing proportion of names great in the world's history. Even in cases where the collections were not directly dispersed by the auction method, it will be found that the bulk of the more important works contained therein had, at some previous period, pa.s.sed through the auctioneer's hands.

To unthinking minds, there exist certain prejudices against the auction method, doubtless due to a want of discrimination between the many who faithfully pursue their calling, and the few who by questionable dealings have dishonored and discredited themselves rather than their craft. Benjamin Franklin is only one among many of the American book auctioneers whose names were synonymous with integrity during the long period--nearly two hundred years--in which their services were employed in the dispersal of libraries. The long and honorable careers of certain of the English book auction houses--notably that of Messrs. Sotheby, Wilkinson & Hodge, founded in 1744--shows conclusively that the business itself has been accepted by the public, as forming an essential part in disseminating the world's literature.

The auctioneer is in a position to extend many exceptional advantages to his customers.

The quant.i.ty and variety of the books offered is far greater than is possible to be found in the stock of any dealer, being subject to constant additions and changes. The average quality is high where the auctioneer makes the sales of private collections a specialty, and much inferior where dependence is placed upon the sale of material received from the booksellers which they have been unable to sell after repeated efforts. Naturally, the better items are reserved for their own shelves. Among the leaders in the book auction trade, it will be found that a very large proportion of the material offered by them comes from authentic private sources, though, in many cases, there is a disinclination on the part of the owner to allow the use of his or her name in connection with the sale.

The prices obtained for books at sales held by regular book auctioneers (no pretence of recognition need be accorded furniture and bric-a-brac auctioneers, who occasionally secure consignments of books from parties unaware of the existence of an establishment devoted exclusively to their sale) are necessarily variable, being governed, as is everything else, by the law of demand and supply. A particularly choice item will command about the same price whenever offered,--generally an increasing one,--but the ordinary book can often be obtained at bargain figures. This element of uncertainty goes far toward making the auction sale so attractive to collectors with slender purses, as also to those who may be designated "moral book-gamblers," always ready to take a chance where the outcome is problematical. Many fine collections have been gathered by well-informed private buyers, who made a point of attending auction sales, and purchasing desirable items, when for some reason the prices were lower than usual. Some of these collections have since been sold at auction, and the owners have netted a handsome profit on their investments.

Many book buyers entertain erroneous ideas regarding the condition of the volumes sold at leading auction houses, confounding them with those sold at storage warehouses, furniture auction rooms, etc. The fact is, a very large proportion of the books, even of the older species, are in fine, clean condition, many being in choice bindings, and equal to the most fastidious requirement.

An indication of the important relation of the book auctioneer to the market, as a source of supply, may be judged from the issue of a bulletin by the American Library a.s.sociation during the past year, calling attention of the three thousand or more public libraries of the country to the advantages of purchasing at auction sales, recommending certain named houses, and outlining the mode of procedure in sending bids. It took years of hard and discouraging labor to bring about conditions that would warrant this recognition.

The great majority of buyers at book auctions reside in localities widely removed from the cities where the sales are held, and it is, of course, necessary that these customers should be given equal advantages with the home buyers in effecting purchases at sales. The printed catalogue is made the medium of this accomplishment. The books are described in detail, mention being made of the author's name, the t.i.tle, size, binding, place, and date of publication, and condition (if either above or below the average). If the edition is special, or it is a large paper copy, this is duly set forth in the description.

All imperfections are carefully noted. The aim of the auctioneer is to bring the book or set of books so clearly before the mind of the prospective buyer as to gain his confidence. An express stipulation is made in the conditions of sale that any book found to be otherwise than as described may be returned, but as the auctioneer desires to avoid this contingency, he is generally careful in his descriptions, and they may, as a rule, be depended upon.

A printed slip is enclosed in each catalogue on which the intending purchaser notes the numbers of the lots he desires and the limit of price to which he is prepared to go. It is then forwarded by mail to the auction house, where the slips are tabulated by a clerk, the names and amounts being placed against each item in a specially prepared catalogue. Incidentally, it may be stated that all bids are considered as strictly confidential.

At the time of sale, the princ.i.p.al of the establishment, or one of his chief a.s.sistants, takes his place in the audience on an even footing with all other buyers, and uses the bids, as enrolled, in compet.i.tion with such as may be offered by other attendants at the sale.

Where two or more bids have been received on any item, the compet.i.tion is first narrowed by the elimination of all except the two highest ones, and then the start is made at a figure just beyond the second highest. The battle between the auctioneer, acting as the representative of the out-of-town bidder, and some ardent book lover personally attending the sale, for the possession of a particularly coveted work, often provokes genuine enthusiasm. It is finally knocked down to the highest bidder at the point where compet.i.tion ceases, and this is often much below the limit named by the buyer. The wise purchaser at auction, when a.s.sured of the honorable standing of the house with which he deals, will not hesitate in sending liberal bids, for by so doing he will gain much and lose little.

The methods of conducting sales and handling bids differ somewhat in the various cities, but that, as above outlined, is adopted by the leading houses. In some concerns, the auctioneer himself executes the commissions from the rostrum, but when this is done, even though he may be a man of the strictest integrity, the method is open to criticism, it being well understood that the reputation of an auctioneer is largely dependent on the high prices he obtains.

There is a material difference between the English and American methods of cataloguing books for sale at auction. In England the charges are inclusive, the cost of printing, postage, etc., being a.s.sumed by the auctioneer, so that he finds it to his interest to compress catalogue descriptions into the narrowest possible compa.s.s, to minimize the distribution of the catalogue, and to spend as small an amount of money in advertising as possible. In America, the charges are exclusive, the commission representing the auctioneer's only interest, and the incidental expenses of printing, etc., are paid by the consignor. Because of this, a more liberal policy is pursued as to expenditures. Many good t.i.tles that are bunched in lots in the London sales are here separately catalogued, mention is made of all defects, and, on the average, more careful attention is paid to the details of the descriptions. Catalogues are given a wider circulation in America, and more dependence is placed on the receipt of bids from out-of-town buyers. New methods and channels of advertising are being constantly considered and utilized. It is believed that these elements, combined, conduce to the benefit of the consignor, when the material offered possesses real interest and value.

The auctioneer who conducts a modern high-cla.s.s establishment, where a guaranty of intelligent service is given, can employ only the best available talent for cataloguing purposes, either men of proved ability and special knowledge, or those that show a decided apt.i.tude for the work and give promise of attainment.

Most book auction houses in this country are obliged to call in the services of an interpreter when a book in other than the English or French language is to be catalogued, but in Europe the force employed is, as a rule, equal to all emergencies. To ill.u.s.trate the variety of demand made upon the modern auctioneer, in this line, it may be stated that the establishment with which the writer is connected, can catalogue items in English, French, German, Italian, Spanish, Portuguese, Latin, Greek, Dutch, Swedish, and Danish; in fact, nearly all of the European, and some of the Oriental Languages, without calling upon outside help.

A book auctioneer would find it as impossible to properly handle books without the use of a suitable reference library, as for a carpenter to work without tools. In a live, up-to-date auction house, every bibliographical work of real value not already possessed is secured when found in the open markets, and consulted frequently. These collections often represent an expenditure of thousands of dollars.

Some single works call for the outlay of hundreds, but they are essential for the use of the expert cataloguer.

The labor involved in handling books in connection with their sale at auction is very heavy. Supposing that a library of, say, five thousand volumes is offered for sale. It is packed by the owner, or under his directions, and is forwarded to the auctioneer. The boxes are opened and the contents placed in a special compartment. They are then catalogued, each item being separately handled. Another clerk then arranges them for exhibition on the shelves, where they remain until the time of sale. During the sale, they are again exhibited, and handled, and after it are laid aside in groups, according to their newly acquired ownership. When shipment is made the following day, or later, another handling is required. No scheme can be devised that will admit of less than four handlings of the entire lot. When we consider that in some establishments nearly a million separate items are received and sold each season, some idea may be formed of the labor involved.

The auctioneer has been obliged to either adapt his business to modern conditions, even though it entails heavy expense and added burdens, or take a rear place in the procession. Business cannot be transacted now as it was even five years ago, though many attempt to do it by the antiquated methods of the times "befo' de war." More books are sold by auction each successive year; and with the wonderful progress being made in the literary development of this great country, it is likely that the auctioneer will become in the near future an even more important factor in the formation and dissemination of libraries than ever before.

The following extract from a magazine article on "The Book Auction,"

written years ago by Joel Benton, may be deemed a fitting conclusion.

He said:--

"In no one place are there so many eager patrons of the book auction as in New York. Here are men who can give thousands of dollars for a single book, if they choose, and add it to an already extremely valuable collection.

"It is pleasant to see these men and their representatives sitting in the auction room, and poring, over their catalogues. There are times when they must not be disturbed, or spoken to. Great issues depend upon their utmost attention. Not Izaak Walton, the many rare editions of whose one great book they rapturously fish for, ever fished more intently for trout and grayling than they for the beauties of thought and of the printer's art.

"No idyls of the brook call your chronic book buyer to bask in green meadows, and under cerulean skies while the auction season lasts. The pine floor, the gaslight, and the voice of the auctioneer hold him. His house may overflow with thousands of unshelved volumes. Naught cares he. It is not because he is short of reading that he buys. It is because he is drawn by that fascinating, never-to-be-accounted-for, and inexpressible ardor of the pursuit. I have a friend who says he would rather attend a book auction than spend an evening with the President, or with our greatest general, or with a literary lion like Tennyson or Browning."