book popular beyond the author's circle of friends and admirers, while a good book will make its way with little advertising, without friends, and often in the face of adverse criticisms.

Authors themselves frequently show great originality in attracting public attention. Sometimes it is by a speech, sometimes through a clerical friend in the pulpit, a member of Parliament in the House, or by correspondence in the Press. These methods, and others not less ingenious, are resorted to in order to keep their name and that of their book before the public. Of course, where an author already possesses considerable social or political influence, the matter is upon quite a different footing. The 'new author' (to use the cant phrase) appears to have instituted better methods of making himself known. He usually belongs to a clique of men who write of each other in the Press, and talk of each other at their club, in drawing-rooms; in season or out of season matters not, so that they are talked about. Cases could be mentioned in which an author has ordered copies of his recently published book from several booksellers, stating that he would call for them in a few days. This he failed to do, and the booksellers have been obliged to place the copies in their stock. It is hardly necessary to add that this system of increasing sales can only be practised once during the author's lifetime.

The commercial traveller is an important factor in the publisher's machinery, and is, if an intelligent man, of great importance in promoting the sale of books. By becoming acquainted with the works he is selling, he is enabled to influence a bookseller in stocking a book, and thus initiate what has already been referred to as of great importance to the vitality of a book.

It occasionally happens that publishers themselves are to blame for the inability of the bookseller to dispose of the copies of a work which he has purchased from them, in consequence of the former over-estimating the value or importance of the book. In the majority of instances the publisher relies upon the opinion of his 'reader,' and although in most cases this opinion is a correct one, yet it may be that the 'reader' has no sympathy with the subject under consideration, or an insufficient knowledge of the requirements of the public, and thus his opinion is practically worthless. Many MSS. have been refused on these grounds, which have afterwards been published with marked success. The case of a very popular work on the subject of science and religion occurs to me as I write. It was rejected by one publisher on the ground of its unscientific character (such was his 'reader's' report), but being read by another in sympathy with its subject, it was immediately accepted, and a great success was secured.

The bookseller is frequently heard to complain that so many books are issued without any apparent raison d'être. This is, of course, quite a publisher's question, and with the great activity shown by the writers of the day, it must indeed be difficult to dis

criminate. Take the public expression of opinion of two representative publishers, Mr. F. Macmillan and Mr. A. Chatto. The former, at a recent dinner, stated that his firm only accepted 22 out of 315 MSS. submitted to them in one year, and the latter in a Press interview asserted that his firm retained on an average about 13 out of 500. If the bookseller could, in all cases, rely upon each book being carefully and judiciously selected by the publisher, much of the dead stock which is the bane of bookselling would disappear. Pot-boilers will always be produced, but if they could be dealt with as such, and not as serious literary efforts, it would be better for all concerned.

There is a practice of recent growth (probably imported from America) which must not be overlooked here. A publisher who is on the eve of issuing some book, which he thinks will be of general interest, sends out to the writers of paragraphs in the columns of literary gossip in the various papers scraps of information respecting the work, and details of the author's personality. The appearance of such information, given at intervals, whets the appetite of the public, and is frequently of great value in creating a demand for the book.

'Log-rolling' has sometimes a considerable effect on sales, but the paragraphs employed for this purpose must be very carefully written, and as judiciously distributed. The system is by no means a healthy

one.

Reviews of books in the various journals have now less influence than formerly on sales, and are frequently of interest to the author only. A few years ago a favourable review in the Times or the Spectator was certain to send a book through at least one edition. It has been suggested that, in order to obtain a perfectly independent criticism, every editor or reviewer should purchase the book to be noticed. This arrangement might possibly result in a more healthy and impartial review, but it is doubtful if it would be as satisfactory to the author who is anxious for an opinion upon his work. The present system of sending out so plentifully presentation copies of books is certainly open to abuse, as they are frequently disposed of by the reviewer, and so interfere with legitimate sales.

Two cases might be mentioned, in passing, in which the Press has played an important part in the fortunes of books. During the Franco-German war a little brochure was issued, entitled The Fight at Dame Europa's School. This was declined by many London publishers, and finally issued in the country, a very small edition only being printed. A notice of it appeared in the Times, and such was the demand created thereby, that about 200,000 copies were eventually sold. The other case was that of Called Back, by Hugh Conway. This work was brought out in the country as an annual. It was noticed in a society journal, and so flattering was the review that the author's reputation was at once established. Between 300,000 and 400,000 copies were finally disposed of.

Occasionally one of our leading statesmen mentions a book to illustrate a point in a speech. This is certain to cause inquiries to be made for the work. Unfortunately these instances are less frequent than in former years. If men like John Bright, Lord Beaconsfield, or Mr. Gladstone, in the heyday of their popularity, quoted from a particular publication, the result was to influence considerably the fortunes of the book. Many will remember the latter's masterly criticism of Robert Elsmere in this Review, which did so much towards the making of the success of this book. From the same statesman letters of criticism are frequently received by authors and publishers, proving the interest he still takes in current literature, as well as materially influencing the sale of the book in question.

Fashion and fads are answerable for the sale of much of the fiction of to-day, when so many political and social questions are freely ventilated in the novel. From the days of Richardson to those of Thackeray the novel was the vehicle through which polite society was discussed, the facts and lessons of history were reviewed or enforced, and social chit-chat of all kinds chronicled. Now we have novels in which are to be found discussions upon philosophy, religion, Home Rule, the eternal Woman' problem, and every other question that agitates the public mind. Be it society, moral or immoral, or the latest theories or discoveries in science, medicine, or surgery, each is manipulated with a freedom that would have made our forefathers blush for shame.

Though no rule can be laid down that will entirely regulate the sale of books, yet I have no hesitation in stating that a certain sale can always be relied on for a book that really has value in it. To obtain this let it be one into which the author has put his best thoughts from a realistic or ideal standpoint, let it be carefully written and rewritten, so that its merit may come up to the standard of literary culture. Then let it be well printed and attractively bound, and issued by a publisher who has a reputation to maintain. The publisher will see that the distributing agencies before mentioned work it well with the booksellers, and will advertise it judiciously, and if possible get it talked about. By these means if a large sale is not secured there will, at least, be one satisfactory alike to author, publisher, and bookseller.

The trade of bookselling is at the present time in a most unenviable condition, and is, I think, suffering more acutely from competition than any other. For years past discounts have been steadily increasing, and it is now a question if the bottom has not been reached. If this be the case, it is reasonable to suppose that the trade may yet be placed upon a more satisfactory basis, although, for the moment, the Publishers' Association and the Association. of Booksellers do not appear to be working in harmony to this end. If a better understanding is arrived at between these two bodies, a

via media may be found which will place the trade in a more satisfactory (and remunerative) condition.

There are in our

One word upon the future of bookselling. midst a large number of pessimists, who, because in many instances they do not adapt themselves to the altered conditions of the trade, or feel themselves capable of grappling with the present enormous output of books, think that the end of our modern bookseller is within measurable distance. But I maintain that the existence of the bookseller is a necessity, and it will always be so. By the spread of education the bookseller becomes part of the nation's educational machinery. Further, by his trade, in connection with that of the publisher, who by the issue and sale of books, more especially those dealing with technical and educational subjects, makes all professions and most trades possible, and as it has been in the past so in the future, the bookseller's shop should be a centre of influence and intelligence.

I am fully convinced that the bookseller who has a well-informed mind and one always capable of development, who takes an interest in his trade because he loves books, and who has business capabilities worthy of his trade, is bound to make more than a bare living. He will not now, probably, leave a fortune behind him, but he will have the satisfaction of being associated with the greatest minds of his age, as well as with that distinguishing characteristic of a nation's intelligence, its literature. Booksellers may console themselves by being classed with those who follow literature as a profession, and of whom Froude has said, 'It happens to be the only occupation in which wages are not given in proportion to the goodness of the work done.'

J. SHAYLOR

(of Simpkin, Marshall, & Co., Limited.)

A SEVENTEENTH CENTURY

CHESTERFIELD

In the year 1656 Dorothy Osborne wrote the last of her love letters to Sir William Temple; the same year saw the publication by her uncle Francis Osborne of his once famous treatise, Advice to a Son. Though the writings of both are contemporaneous, though they were both members of the same family, it would be impossible to find two people more totally opposed, both in their views of life and in their modes of thought. Both alike possessed the art of vividly expressing their own personality in their writings, both alike are typical of their time, both give us a real insight into the feelings and interests of their day. Yet they are as wide as the poles asunder. Different in literary style, in politics, in temperament, and in their situation in life, as well as in their ages, they have given us two pictures of the society of the time, which, though both bearing the stamp of truth, resemble each other in hardly a single detail. Thanks to the energy of Mr. Parry, Dorothy Osborne is now well known, and it is unnecessary to call attention to the romantic charm of her letters and the unaffected grace of her style; once rescued from oblivion, she can never again be forgotten. Her story and her delightful self are drawn with a freshness and sureness of touch that will always awaken the sympathy of any reader in every age; they are so absolutely human. How astonished she would be if she could know that her letters, written for the eye of one alone, had been made into a book and published. How astonished and how alarmed, for we find her writing of Lady Newcastle :

'Have you seen a book of poems newly come out, made by my Lady Newcastle? For God's sake send it to me. They say 'tis ten times more extravagant than her dress. Sure the poor woman is a

little distracted, she could never be so ridiculous else as to venture at writing books.' A sentiment which even that sour old misogynist Francis Osborne would have approved. They would have agreed in little else; and yet had not the difficult course of love at last run