e used.

The date of the book's publication has probably now been set, and the
next step in publicity--a most important one--is the sending out of
review copies. This is the last thing in which haphazard methods would
be permissible. The list of newspapers who get complimentary copies
should be carefully selected, not so much with an eye to size of
circulation, as to quality and standing. A paper that is known to give
attention to books is worth two that have merely large circulations
and no distinction; first, because the books sent will be
appreciatively reviewed, and, second, because people in the habit of
buying books will consult the review columns and be influenced by
them. There are possibly one hundred and fifty or one hundred and
seventy-five papers in the United States to whom it would be
profitable to send a book. A great many more, however, think they
should receive them. With even the most popular novel two hundred
review copies is a generously sufficient number to place for review.
In deciding where these should go, the contents of the book itself is
of course the guide. Some books can be calculated to appeal more to
one section of the country than to another because of their
subject-matter. Certain classes of people--ministers, school-teachers,
sportsmen, doctors--can sometimes be drawn upon by the judicious
distribution of a few complimentary copies, to assist the sale of a
book, and then there is the home of the author, where special
attention can always be expected.

Opinions differ as to the amount of influence exerted by reviews upon
the fortunes of a book. It is certainly true that to trace direct
returns from reviews is often difficult. Frequently books which are
splendidly reviewed move slowly, and there seems no explanation of
their failure to "catch on." They may be, and frequently are, books of
real value and quality. The history of publishing is full of such
mysteries. On the other hand, _returns_ are visible enough when a book
is slated by the press; there its power is amply evident.

The American press is notably fair, notably discriminating, and
notably independent. It gives its own views fearlessly, and resents
any efforts made by publishers to get their own adjective-besprinkled
puffs printed. In rush seasons it will make use of publisher's
description, after carefully blue-pencilling obtrusive adjectives, but
it goes no farther. In fact, the newspaper-review part of publishing
public