1942: Book Publishing

The American book publishing industry closed its first wartime year with one of the most active and profitable periods of its history. Restrictions of various kinds due to war conditions were present in theory, but they weighed very lightly on the industry during 1942 and brought about no major changes in the traditional methods of publishing and selling books (we are speaking of 'trade' book publishing, not textbook, subscription or other types). There were, however, marked changes in the reading public's taste and interests and a decided increase in the number of buyers and users of books.

Many of the materials used in the manufacture of books — type metal, binding materials, chlorine, used for bleaching paper, and other chemicals and so on — were subject to curtailment during the year. But the operation of priorities was not drastic enough to cause any noticeable change in the appearance of books during 1942 and for the most part the reading public was unaware of restrictions. The main difficulties faced by publishers and booksellers arose from the shortage of manpower, both in printing plants and in publishing offices themselves, and the difficulties of wartime transportation. In order to assure themselves of adequate stocks, publishers had to plan more carefully for the printing of their books. And shipping problems made it necessary for bookstores to order early and judge their needs more carefully than under normal conditions. With a few exceptions these problems were solved and there were plenty of books for the holiday season.

Bookselling literally boomed, especially during the second half of the year. Publishers reported the best business in years. Bookstores located in all parts of the country enjoyed definite increases in their retail business. These increases ranged from 2 per cent up to 75 per cent. Probably the average increase for the whole retail book trade was 20 per cent. The reasons for the increased activity in bookselling are obvious: many more people are employed than formerly, restrictions in travel and motoring send more people to books for recreation, books are being used for practical purposes more than ever before.

By far the most striking feature of the publishing year was the great increase in the demand for technical books of all kinds, from practical manuals to theoretical works on science and mathematics. With thousands of Americans going into the armed forces and other thousands entering war and other industries requiring skilled knowledge, the need for technical books was enormous. As an indication: one large chain of bookstores increased its business in technical books by 150 per cent. In fact, technical books now account for 22 per cent of the volume of business in this chain.

Many communities experienced great increases in population, due to the presence of war plants, with their thousands of workers of all kinds, Army and Navy installations and the movement of Government bureaus from Washington. The bookstores in these towns consequently found themselves with many new customers, drawn from among a class of persons to whom books are important. It was of great interest that these new readers bought not only technical books, but books of all types. Having acquired the bookstore habit, they kept coming. As one bookseller expressed it: 'Many books have been bought this year by people who have always wanted to buy them and have never before had the money to do so.'

The other main trend discernible in the reading public's taste was to be seen in the decline of popularity of fiction and a swing toward books dealing with the war, current events and the coming peace. Narratives by war correspondents, for example, were very popular. This trend seems likely to continue in 1943.

At the same time there was a noticeable drift toward 'escape' reading, though here, too, fiction was less popular. Cartoon books, humorous books, particularly those dealing with the Services, children's books — all flourished. Interestingly enough, in this connection, there was apparently a decline in business in rental libraries, which seemed to indicate for one thing, that fiction — the mainstay of rental libraries — was less in demand; and, for another, that people preferred to buy their books.

Though in general fiction lost out in popularity, the two top sellers of the year were both novels, 'The Song of Bernadette,' a story of the founding of the shrine at Lourdes, by Franz Werfel, and 'The Moon Is Down,' by John Steinbeck. Each of these novels sold nearly half a million copies, including book club distribution. The Steinbeck work deals with the war, as does Pearl Buck's novel, 'Dragon Seed,' which sold nearly 400,000, including book club. Other fast-selling novels of the year were divided between historical fiction, like 'Drivin' Woman,' by Elizabeth Pickett Chevalier, and stories of an inspirational nature, like 'The Robe,' by Lloyd Douglas.

Among the ten best-selling non-fiction books, only two were not related to the war and they were both obvious 'escape' reading, 'Past Imperfect,' by Ilka Chase, and 'Cross Creek,' by Marjoric Kinnan Rawlings. Indicative of the times was the fact that the top non-fiction seller was the attractive 'See Here, Private Hargrove,' which sold over 300,000 copies, without the benefit of book club distribution. After it came 'Mission to Moscow,' by Joseph E. Davies; 'The Last Time I Saw Paris,' by Elliot Paul; 'Victory Through Air Power,' by A. P. de Seversky; 'They Were Expendable,' by W. L. White, the story of PT boats in the Philippines; and similar timely books.