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GEORGE W. CHILDS, PUBLISHER, Nos. 628 & 630 CHESTNUT STREET, PHILADELPHIA.
Appleton, D. & Co. ..........
20 ( Ellsworth, Oliver
25 Roman, A. & Co. .........
........ 21 31 Harper & Brothers ....... 32 Scribner, C. .......
23 20 Leypoldt, F...............
so 29 Moore & Nims ......... 21 Ticknor & Fields
28 29 Nelson, Thomas, & Sons ... .................. 24 Tilton, J. E., & Co. .......................... 24 31 Perkinpine & Higgins.
21 Townsend, W. A........
....... 20 31 Poe & Hitchcock...... 30 Tucker, Lather & Son
26 21 Putnam, G. P............. ................. 26 Wieck, Joseph............
............. 21 Roberts Brothers
RATES OF ADVERTISING,
AGENTS IN EUROPE. TRÜBNER & CO., 60 Paternoster Row, London.
ALBERT L. HEROLD, Rue Richelieu, Paris. F. A. BROCKHAUS, Leipsic.
CHARLES MUQUARDT, Brussels. FREDERIC MÜLLER, Amsterdam.
ALBERT DETKEN, Naples. SEÑOR DON HENRIQUE LEMMING, 9 Calle de la Paz, Madrid. Subscriptions or Adrertisements for the "Publishers' Circular" will be received by the above Agents, and they will forward to the
Editor any Books or Publications intended for notice.
NOV. 2, 1863.
OUR LONDON CORRESPONDENCE,
Discovery on the eve of publication. Professor LONDON, Oct. 3, 1863.
Heury Youle Hinde has just ready “ “Explorations Sır: If the last two months have been compara- in Labrador;" Captain Knight's "Pedestrian Tour tively blanks in our publishing world, the October in Cashmere and Thibet,” which was to have apannouncements of the leading houses promise a peared in July, is coming out in a few days; “ Courich crop in all classes of literature during the stantinople during the Crimean War," by Lady autumn months, and let us hope, whatever he may Hornby, is copiously illustrated with colored lithothink of our wall-fruit and our English girls, these graphs of the strange scenes and strange sights English productions, though raised in “Our Old which made the streets of Stamboul scarcely to be Home" and foggy climate, may in part find favor recognized by the Turks themselves; and several even in the eyes of so acerb a critic as Nathaniel other books of real Voyages and Travels, are on the Hawthorne, whose picture of English life and man. eve of publication, besides a book similar in point ners is just running the round of the papers, and of execution to Pennant's “Outlines of the Globe;"> has been cleverly and elaborately analyzed by “The Gallery of Geography,” a pictorial and desProfessor Masson in the “ Reader” of the 26th ult., criptive tour of the world, by the Rev. Thomas and in the number of to-day. Arnongst the prom- Milner, author of the “Gallery of Nature," of course ises of the future, there is J. E. Doyle's “Ilustrated a paste and scissors book, but prepared for press Chronicle of England," the designs drawn on the with all the care that marks the productions of blocks by the artist himself, and printed in colors Messrs. Chambers' book-making establishment. Of by Bradbury & Evans' patented process, a book, if Poetry and Fiction the next few weeks show great half as beautiful in print as it was in MS., will be promise. In the first place-seniores priores—Walone of the handsomest volumes that has ever is- ter Savage Landor, now in his 90th year, promises sued from the press. It will be what Dr. Dibdin “Heroic Idylls and other Poems," and Miss Jean would have called “a perfect blaze of light," and Ingelow, the youngest of our real poets, who only so Guy Fawkes' day is very fitly fixed upon for its cast her callow coating a month or two ago, “A appearance. His brother, Richard Doyle-Dick Sister's Bye-hours.” Mrs. Frances Anne Kemble's Kit-cat of old, and the best of the “ Punch” illus- volume of Plays is just ready, containing an origitrators—has just ready “ A Bird's-eye View of So- nal tragedy, "Mary Stuart," from Schiller, and ciety," consisting of his clever sketches, with the "Mademoiselle de Belleisle," from Alexander Duletter-press description, that appeared in the “Corn- mas. Mr. Trafford has a companion to his “City hill Magazine." An illustrated edition of the “In- and Suburb" —“Moors and Fens;” Mrs. Henry goldsby Legends,” with sixty cuts after George Wood, “The Shadow of Ashlydyat ;" Lady Georgina Cruikshank, Leach, and Tenniel, is in the press, so Chatterton, “The Heiress and Her Lover;" and that there will be no lack of fun to keep out the Miss Warboise, “Lotty Lonsdale.” Besides these blue-devils during the coming November fogs. there is a whole lot of novels and tales announced,
“ Sir John Eliot,” a biography by John Forster, is whose fate can only be determined when they apa book looked forward to with much interest, as is pear before the tribunal of criticism. also J. F. Maguire's "Father Mathew, a Biography." I have said little or nothing of books published There is to be a “Life of Robert Stephenson,” by during the last three weeks, because there is little Mr. Jeaffreson, of the “ Athenæum," assisted by Mr. or nothing to be said for or against them. Mr. Salas' W. Pole, but as joint-stock biographies seldom turn “ Breakfast in Bed," is the name given to essays out worth reading, expectations are not of the high- which appeared originally in the “Temple Bar est as to the result. A piece of American literary Magazine ;" Pedley's “ History of Newfoundland" biography, “Life and Correspondence of Theodore is valuable in many respects; “ Good Society," by Parker," by John Weiss, will come out apropos in Mrs. Grey ; “Sackville Chase," by C. J. Collins ;" November, when there are to be two new volumes “ After Long Years,” by Mrs. Mackenzie—“Daniel," of Miss Cobbe's edition of the works of that cele- the latter the best of the lot, are all three good cirbrated Unitarian divine. Dr. Andrew Read's sons culating library novels. are writing “Memoirs of the Life and Labors of Before this reaches you, you will probably have Dr. Andrew Reed ;" and a kind of autobiography of received copies of Kinglake's fourth edition of his the late Bishop of Calcutta is announced under the “ History of the Invasion of the Crimea,” wondertitle of “ Bishop Wilson's Journal,” being letters ful and most wonderful of books in point of extreme addressed to his family during the first nine years accuracy of facts, dates, and all that the future of his Indian episcopate, edited by his son. This historian of the War with Russia can desire, furis rather a strong dose of biography, but it is cosey nishing ready to his hand a perfect reply to the atreading for long evenings in an arm-chair by the tacks upon the work by the "Times,” the “Quarfireside.
terly," and the “Edinburgh Review.” Last year We are to have “Battlefields of the South from Mr. Bentley published “The Pudding Book," and Bull's Run to Fredericksburg,” by an English com- now is issuing its companion: “What to do with batant, a Lieutenant of Artillery on the Field-Staff; the Cold Mutton.” It is Saturday, post-time and “My Imprisonment; and the First Year of Aboli- dinner-time, so I must conclude my letter, post it, tion Rule in Washington,” by Rose Greenhow; and go home and try to solve that most momentous “ The Rebellion in America," by Baptist Noel; and question, unless, out of compassion, cook has already an authentic “Life of General Stonewall Jackson,” turned it into hashed venison, which is one of the Professor Dabney, of Richmond.
receipts contained in this little book of “approved Everybody is eagerly expecting Captain Speke's recipes for the kitchen of a gentleman of limited account of his and Captain Grant's travels and dis- income.” coveries in the Nile regions. The work will be co Your obedient servant,
N. piously illustrated by Wolff and Zwecker, who will also execute the plates to W. Winwood Reade's OUR CONTINENTAL CORRESPONDENCE, “Savage Africa, a Narrative of a Tour in Eqnatorial,
PARIS, Sept. 18, 1863. Southwestern, and Northwestern Africa," embrac THERE was a time when America confessedly un. ing the regions between Senegal on the north, and derstood the advantages of advertising, and reaped Angola on the south. Captain Burton's " Narrative a more valuable harvest from this mode of publicity of the Ascent of the Cameroons, and Visit to than any other, or all other communities. This Abbeokoota," is the third important book of African reputation ended when the financial crisis of 1857
NOV, 2, 1863.
surprised the country. It seems never to have cisco as they are to the shop's most habitual fremade any attempt to recover the use of the field quenter. He might pack up all of his books in a where those golden harvests had been reaped. It transparent case, and exhibit them in every literary appeared discouraged. The old spirit of adventure house from the Atlantic to the Pacific sea, confiding and energy seemed to have decayed.
them to a commercial "traveller” who cannot be While America has thus been going behindhand, repulsed by rudeness, who cannot be kept out by a the rest of the world has been pressing forward denial, who, if dismissed in a moment of prewith a daily increasing energy. England is now occupation, thrusts himself forward at the first pre-eminently the advertising country, and it con- leisure hour: who tells title after title, form after sequently is the most prosperous country of the form, bulk after bulk, and price after price with a earth. I confine my attention to the book trade deliberation and pertinacity no commercial “traalone. There is scarcely a publisher in the United veller” in mere flesh and blood could pretend to Kingdom who is not at the same time the proprietor assume. He might make it matter of complete of some periodical. Messrs. Longmans own the indifference whether his shop were in Chestnut “ Edinburgh Review." Mr. John Murray is master Street, in Broadway, in Washington Street, or in of the “Quarterly Review.” Messrs. Blackwood Cornhill, since every bookbuyer in the country possess “ Blackwood's Magazine.” Messrs. Parkers would know where he lived, what he had, and have the “Old Gentleman's Magazine.' Messrs. what price he asked. He might acquaint literary Bradbury & Evans own “Once a Week.” Messrs. people with the existence of books which would Chapman & Hall have “All the Year Round”-and throw a flood of light upon their favorite pursuits, so I might go on to instance publisher after pub- books whose titles are to be found on the pages of lisher who commands a periodical. Their object is no bibliographical manual. All these things he to command the publicity given by this periodical. might do through advertisements. They use every exertion to make the periodical His European brethren manage these things well. valuable and interesting, because the wider the Some of them divide their stock into fifty-two seccirculation it attains, the greater is the publicity tions, and-fearing the public impatience is unable given to their issues. Thus they have a double to bear a long catalogue-publish a short list regumotive to make their periodicals popular. They larly every week. Thus he brings his name freare, however, very far from resting contented with quently before the public, and, in the course of a this channel of publicity. They are constantly on twelvemonth, the public has closely inspected every the lookout for every means of bringing their pub- shelf in his shop. Others make their catalogue into lications to the notice of the world. They fill the six divisions, and publish the whole of it three or advertising pages of their rivals' periodicals; they four times a year; in this way they bring their names fill the daily London and periodical newspapers; and stock constantly before the public, they impress they fill Guide-Books, and Almanacs, and Diaries both on the public mind, they become actors, con-in fine, wherever they can introduce an adver- temporary historical characters; for fame, after all, is tisement, there an advertisement of their issues is nothing more than the constant repetition of the same sure to be found. I have a “Quarterly Review" name in men's ears. Large publishers imitate these lying upon my table which has eighty pages of ad- booksellers' example; conscious how fleeting is vertisements; a recent number of the “Bookseller” the impression made on the public mind by advercontained two hundred pages of advertisements. tisements and reviews, they keep constantly before
Then there is a class of advertisers in the English the public eye the catalogue of all the unexhausted book trade who, in America, never appear in print. editions of their publications. They use some art I mean the booksellers, the dealers in second-hand in making this display: All their treasures are books, and the book importers. The address, and not exhibited at once; they divide their catalogue the books on sale of this class of the trade are into small divisions, and into divisions according to secrets which, to all, except a handful of initiated subjects. One of the former appears weekly, the old gentlemen, are a great deal better kept than half latter (which are larger) appear at the commencethe state secrets of the world. No Blue Book ever ment of the appropriate season. Winter ushers in blurts out indiscreetly what treasures their shelves the severer works of history, or science, or speculacontain, and at what rates their gems are to be tion; spring calls up works on botany, or on hortisold. I never think of this class in America with culture, or on agriculture, or on travelling ; summer out being reminded of the white eunuch who guards introduces novels, poetry, tales, works on the rod, from all profane touch the thousand and odd ladies or the horse, or the boat, or swimming; while of the Padishah's harem. The reviews, and the autumn brings forward the school-books, and works magazines, and the critical column of newspapers, on the gun, the dog, and game. The great art is to might, upon a pinch, enable publishers to dispense let in as much light and to vary so much as may with advertisements. But the bookseller cannot be its play upon their publications. And they all get along without these helps to publicity. Nobody know that the light of trade is advertisement. knows the works he has on his shelves. Their I am led into these foregoing remarks by the titles have faded away from men's minds. Seven appearance of the “French Publishers' Annual out of ten of them were never heard of. Besides, Catalogue of School Books,” which has just come how is the student who lives in St. Louis to discover out. It is a large octavo of one hundred and seven the existence of a bookshop in Chestnut Street, pages, double columns. It contains the catalogue unless he be as docile as Mahomet and go to the of school books issued by forty-eight publishers ; no mountain of books which rises to the ceiling of the less than eighteen hundred and seventy-one titles Chestnut Street shop; and let him be ever so docile of books are given. It is distributed throughout he must become aware of the existence of the shop France to every person connected with education. before he can turn his face towards it. Few people No publisher feels himself above resorting to this lag so far behind the rest of the world as the Ameri- channel of communication, master though he may be can bookseller.
of others. They advertise in it from a sort of esprit As far as he is concerned, the carriage of books de corps; there is not a publisher here who would by the mails, and the establishment of lines of ex- not disdain even appearing to regard himself as presses, are conveniences which have no existence. raised by affluence of fortune above his brethren. He might make the volumes on his shelves as They advertise in it because it is profitable; for familiar to the citizen of St. Paul and San Fran-publishers are like the sower, whose grain fell some