The Book that Reaches the Heights of Satisfaction in Cross-Word Puzzles--the new and original CROSS-WORD PUZZLES By MILTON GOLDSMITH "I Wonder How", "I Wonder Why" and "Brain Teasers'' Obviously the biggest value ever offered in a puzzle book, and here's why: 1. Fifty New and original puzzles, graded in difficulty from "very simple" for the novice, to real "teasers" for the expert. 2. Improved method of numbering. 3. Interlocking words on same horizontal line-a new feature. 4. Clearly defined geometrical designs with roomy squares. 5. Contains an extensive list of useful synonyms. 6. Bound "to endure"-in good cloth, large size, 7x92, with properly planned pages, pleasing to the eye. 7. Fine rubber-tipped Eagle "Mikado" pencil looped in cover. 8. Obviously the biggest value offered in a puzzle book-examination will convince you. Published November 5th MCLOUGHLIN BROS., INC. SPRINGFIELD, MASS. The PUBLISHERS' WEEKLY THE AMERICAN BOOK-TRADE JOURNAL NEW YORK, OCTOBER 25, 1924 How We Prepare for the Christmas Season W By J. A. Margolies ness generally. E prepare for a Christmas season out the better it will be for the book busisomewhat in the same way, I imagine, theatrical producers prepare for a large spectacular stage production. The ordinary play usually requires a small cast, few stagehands and four or five musicians. (Some theaters have even done away with music altogether.) When it comes to the production of a large spectacle, everything is augmented. Publicity is sent out long in advance, the cast is rehearsed weeks before the opening night, the stage hands are made to go thru their jobs frequently so that mistakes will be obviated and perfection generally attained. We begin our Christmas preparations long before one thinks of winter coats. If we delay, the publishers will remind us soon enough by beginning to pour out their fall publications. The preparations for the Christmas season fall into the following phases: Buying is the most important phase, as everything that is sold must be bought. The problem of buying is, of course, an individual matter. But one fundamental principle should apply to all retail stores. And that is, to buy what we know fairly definitely we can sell. Our motto for some time now has been "We Buy As We Go," with rather interesting results. To be lured by an extra two cents on a copy and double the quantity that one feels sure of selling is rather poor business. The sooner booksellers find that Being situated in New York, we do not buy as far in advance as many stores must that are a distance from the publishing center. In fact we make it a point to buy only when a complete book is shown. We make exceptions only with books published outside of New York, and with books that for one reason or another must be published in a hurry. In all other cases we must see the finished book including the jacket. In that way only can we visualize how a quantity will look on the counter or in the shelf. However, we familiarize ourselves with all the new publications long before we think of buying. Publishers' circulars begin to pour in early in the summer; the Publishers' Weekly begins to carry advertisements of forthcoming books; reading notices are often found in the literary sections of the newspapers. All these we look over carefully, so that when the fall books are shown to us, we already know something about them. Then we buy, following the rule set forth above. 2. Display of Stock Our stock is classified according to subject. It is hard to imagine a bookstore with its stock classified in any other way, altho many stores arrange their stock by publishers. Some say that arrangement by publishers is easy for checking stock. That may be true. We have found, however, that when a customer wants books on a certain subject it is much more advantageous to have all books on that subject together than to have one book on the subject in one end of the store and another book in the other end. |