not only at the beginning, but all through the life of the
volume. He can learn from them what amount of success the author's
previous books have met, and thus be enabled to present his volume in
a way that will hitch on to a previous success or avoid the odium of a
recent failure. Salesmen can help him to know the interests of every
section of the country, so that advantage can be taken of them in
bringing the book to the local bookseller's attention and influencing
him to a special effort in its behalf.

Few people are aware of the influence exerted by the book clerk, who
can substitute something "just as good" much more easily than a drug
or dry goods clerk, especially if he has a good argument to offer. The
largest part of the publicity of a publishing house is aimed to
influence the general reader, but more and more attention is to-day
being paid to the salesman in the bookshop, and quite wisely, too. He
cannot be expected to read all the books, and any effort made to give
him an acquaintance with your books that goes beyond their covers is
clear gain to him, to the publisher, and distinctly to the book-buying
public.

Now, a book can be made or marred by the publicity it gets. If it is
wrongly launched, it will have an uphill climb, whatever its virtues.
This is especially true, as a result of the fact that a good deal is
written and printed about a book before it is off press and present to
speak for itself.

One general rule should be most strictly adhered to in publicity, and
that is, be honest and be sincere. Nowhere is the rule "honesty is the
best policy" more unanimously justified. You may be as enthusiastic as
you please, but the book should be put forward for what it really is.
Only under such handling does it stand a chance for the full success
its qualities warrant. This all reverts to the question of the
editorial conception of a volume. Some books are not made for great
sellers; they are written for the keen enjoyment of a select educated
few; and if so presented that they fall into the hands of the popular
novel devourer, they will surely be condemned, and the condemnation
will reach and have its effect upon many who should legitimately have
bought the book. On the other hand, a novel of no literary quality
thrust into the hands of a person of bookish tastes will make an
influential enemy, who will doubtless have among his followers many
persons to whom the book would appeal. It is best to find o