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How Paperbacks Transformed the Way Americans Read
For a nation suffering 20 percent unemployment, books were an impossible expense. But in just one day, Robert de Graff changed that. On June 19, 1939, the tall, dynamic entrepreneur took out a bold, full-page ad in The New York Times: “OUT TODAY—THE NEW POCKET BOOKS THAT MAY TRANSFORM NEW YORK’S READING HABITS.” The ad was timed to coincide with the debut of his newest endeavor, an imprint called Pocket Books.
Starting with a test run of 10 titles, which included classics as well as modern hits, de Graff planned to unleash tote-able paperbacks on the American market. But it wasn’t just the softcover format that was revolutionary: De Graff was pricing his Pocket Books at a mere 25 cents. Despite its audacity, de Graff’s ad wasn’t brazen enough for his taste. A former publishing exec who’d cut his teeth running imprints for Doubleday, de Graff wanted the ad to read “THE NEW POCKET BOOKS THAT WILL TRANSFORM NEW YORK’S READING HABITS.”
His business partners at Simon & Schuster were less confident and forced the edit. Even though some European publishers were making waves with paperbacks—Penguin in England and Albatross in Germany—New York publishers didn’t think the cheap, flimsy books would translate to the American market. They were wrong. It took just a week for Pocket Books to sell out its initial 100,000 copy run. Despite industry skepticism, paperbacks were about to transform America’s relationship with reading forever…
Today, it’s de rigueur for major publishers to print both hardcover and paperback books. And of course, there was new “pocket book” that transformed reading habits, the e-book, which has done de Graff’s brilliant distribution scheme one better: These days, anyone with a smartphone has an entire bookstore in his or her pocket…”
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