dy for the salesmen when they go off
on their trips. The aim of the catalogue is to present as full an
account of the book as possible. It is meant for the eye of an
interested person, who can be counted upon to read rather a lengthy
notice. Every possible detail of price, number of illustrations,
paper, size, kind of binding, table of contents, previous works by the
same author, are given, and thus it becomes a complete reference book.
It is the general custom of publishing houses to issue a complete
catalogue in the Fall, with a supplemental catalogue in the Spring
containing the books of the Spring season. Most firms also bring out a
Fall list, to present their Fall books, which would be buried beyond
notice in a bulky complete catalogue. In this Fall list not
infrequently the Spring books are included, making what is really an
annual catalogue. These three catalogues are essential, and they are
as a rule supplemented by many special book lists and pamphlets. A
holiday catalogue is a steady institution in nearly every publishing
house. Its aim is to present to Christmas buyers the most attractive
volumes of the house's issue, and it is usually elaborate, with many
illustrations, a fine cover, and it is often printed in colors. Then
there are frequently issued catalogues of books on special subjects,
art, children's books, special editions, etc.

The uses of catalogues are many. A large number are sent to the
publisher's best friend, the bookseller,--sometimes imprinted with his
name,--who distributes them. They also go out by mail to special lists
of people who are known to be interested in books, and a large number
are sent to persons who write asking information.

In elaborateness the circular follows close on the catalogue, and it
has quite as wide if not a wider field. It is large or small,
depending upon the importance of the book. Sometimes it reaches the
dignity of a bound pamphlet, but it is usually a single leaf or at
most a four-page folder. Here again, all necessary information of
price and contents is given at length. But as the person into whose
hands the circular falls cannot be counted on to be interested
beforehand, the whole make-up and arrangement of the circular is
calculated for drawing attention and fixing interest. The circular,
therefore, must be made attractive.

And here should be introduced a word in general on the appearance of
the printed matter that is sent out by a publishing house. I