The Book in the Twentieth Century Part 4: war and competing media

This historical definition of the twentieth century as related to book publishing  over the last two posts has covered 6 elements. Before ending this series, I want to cover two more areas: first, the vital importance of war to publishing, and secondly, and inevitably, the relationship of book publishing to other media, a crucial characteristic of twentieth-century publishing.

We may not like to think this, but war is a time when information storage and retrieval and transmission of all sorts leaps to prominence, whether it be the effect of the Crimean and Peninsular wars in the nineteenth centuries on demand for newspapers, the effect of WWI on increasing demand for published images of the war and on staff shortages at printing works – which obviously caused its own problems – or what I’m going to write about here, the effect of WWII on the book as we know it.

In many ways, WWII is just as important as anything previously mentioned in previous posts.

First, it promoted the idea of a national literature. In America, for instance, it had an enormous impact on the consolidation of the canon of Great American Books. In 1941 was published one of the foundational books that defined what was to be included in the American canon – and of course excluded from it. This was F.O. Matthiessen’s American Renaissance, a volume that effectively set the syllabus for schools and universities for decades to come.

If this was what we may call a top-down effect, there was also some influence of what people were actually reading on what academics decided should be canonised: Fitzgerald’s Great Gatsby had sunk without trace, an utter flop on its appearance in 1925. Chosen for free distribution amongst the American forces during WWII partly because the copyright was very cheap, The Great Gatsby began to be read by large numbers of people for the first time. Following the war, academics who had read it when serving in the forces started to publish on The Great Gatsby and Fitzgerald in general.

That very brief paragraph and the previous blog’s pointed opening with the Penguin “forces edition” of A Room of One’s Own can only open the subject up for discussion rather than explore it in detail – I shall certainly return to it at a later date – but it is important to acknowledge the very obvious fact that historical events, of which war is a very powerful example, impact enormously on the configuration of the book publishing industry.

During the war there was enormous demand for reading matter: people not only wanted information on specific subjects such as the military – no fewer than 229 new titles were published on military matters in 1943 alone, as opposed to only 62 in 1937 – but people had long empty periods of waiting between scenes of action and long evenings to kill with not much to do because of blackouts and rationing.

The publishing industry found in fact that due to rationing of paper it was unable to meet demand. Fortunately for publishers, it had a ready-made lobbying body in the Publishers Association which succeeded in preventing the imposition of Purchase Tax on books and in negotiating on a national scale the Book Production War Economy Agreement. This latter determined both the quality of paper and the size of type in order to produce savings.

Paper rationing – which came to an end only in 1949 – was instrumental in establishing the dominance of the paperback for the production methods used for paperbacks actually used less paper than their equivalent in hardback. Furthermore the pared down visual style imposed by wartime restrictions was highly influential on later developments in design.

The final element in my analysis of the “twentieth century” in publishing terms is competition between media technologies. For books and the literature they carry cannot be separated out from other media. We need in theory to consider film, radio and TV. I’ve no intention of going into the interaction of these media in any detail here, but there are some points I feel it’s important to make.

These media have all interacted in complicated ways with literature: not only is there the obvious phenomenon of the spin-off, the film of the book, the talking book (on radio, tape or CD), the radio play of the book and so on, but also these other, electric, media have all affected printed book “literature”. The influence of film on literature is well documented, especially in the eraly twenteth century, from Kafka, Thomas Mann, Joyce to Fitzgerald (at the end of the century and at the obvious level of cultural reference, one recalls the importance of Rogers and Hammerstein’s The Sound of Music (1965) in Arundhati Roy’s The God of Small Things (1997)). More importantly from my perspective is the dating of the electric  media’s  influence on considerations of literature. While film had been widely consumed since the early years of the twentieth century, radio from the 1920s, from the 1950s it was TV that proved to be the rival technology to the book. Consumed sitting in the home, TV became a rival not to radio (one could by the 1950s listen to radio all around the house) but to the book. The similar physical postures involved in the consumption of  TV and the book put them into competition.

It’s important to remember how poor people were before the war. Over the 1920s and 30s leisure accounted for less than 5% of national expenditure. Such poverty unsurprisingly hampered media expansion. It was the post-war boom that saw the greatest changes in media consumption – I’ve already mentioned the importance of the 1950s for the transformation of book production methods. In many ways the nineteenth century ended 50 or even 60 years too late as the old production methods were replaced wholescale by the new only after the second world war.

Now at exactly this time we see the birth of modern media studies – a birth largely and paradoxically in book form: not only Marshall McLuhan’s The Gutenberg Galaxy of 1962 and his Understanding Media of 2 years later, but work on the history of popular reading by Margaret Dalziel, Richard Altick, Louis James, Mary Noel and others. Richard Hoggart was considering The Uses of Literacy in 1957 just two years after ITV started in London and the BBC killed off Grace Archer in an attempt to prevent the curious tuning in to the upstart channel. Of course, there had been studies of mass or popular reading before – one thinks of Q.D. Leavis’s ill-informed and inaccurate (but very influential) Fiction and the Reading Public of 1932 ‑ but what was new at this time was the extent of interest in and concern over the new media and a corresponding re-evaluation of the old. No longer did “English” and “American Literature” remain with their sights on a few canonical classics, but the field began to widen to include texts not previously considered “literature”: not only was contemporary popular culture analysed (Barthes’s journalism collected as Mythologies in 1957 remains a key example), but popular fiction and even journalism began to be studied historically. Important for me, this is the period when the Research Society for Victorian Periodicals was born, and when the interdisciplinary Victorian Studies was first published. Television was not of course the only or even an obviously direct or major propellor of these paradigm shifts in the study of literature, but the incursion of popular entertainment into the home, once the province of the book, must surely have contributed to the gradual (and by no means inevitable or certain) democratisation of literature that the following years witnessed.

What, we may well ask, will the twenty-first century do to the book?

When I wrote the first version of these past 4 blogs as a lecture in 2000, I thought that perhaps we were entering a similar phase to the 1950s and 60s of new technology and new awareness: the world wide web was only 7 years old and everyone was excited about the possibilities for new configurations of meaning. A lot of writing appeared about that.
Thirteen years on and the www is now post-pubescent, well through its university course and thrilled less with new configurations of meaning than new possibilities for consumption. The paper book seems an antiquated medium from which targetted ads are excluded. Will that be sufficient reason for its survival?

Hollywood’s Grandmas Part 3

There is no sustained recent work on either Harriet or Leon Lewis, although there is a brief post on the both at http://www.ulib.niu.edu/badndp/lewis_leon.html and another on Leon (whose real name was Julius Warren Lewis) at John Adcock’s Yesterday’s Papers site.  Harriet has not benefited from the recent revival of Southworth and other American women writers. Most of the information about her in my London Journal book therefore came from the letters in the Bonner file in the New York Public Library. Brief obituaries of Harriet appear on 21 May 1878 in The New York Times (p.1), and The New York Herald (p.5) and a particularly affectionate one in the New York Ledger itself (4 June 1878, p. 4), largely devoted to reproducing extracts from Harriet’s last letter to her editor Robert Bonner, with whom she entertained a very good relationship.

Leon and Harriet had married in 1856 when she was 15 and he 23 with already a very colourful career behind him. Leon was to run off with another 15 year old soon after Harriet died, aged 37, of a botched gynaecological operation). The copious letters from Harriet and Leon suggest that Leon blusteringly carried on the business and squandered their money while she laboured over the novels – including some under his name.

Yet it is a letter from Leon to Bonner that is particularly interesting for its revelations of how American writers dealt with the transatlantic market.

9 April 1873

Dear Mr Bonner

We hasten to return by first mail the London letter and to reply to the question with which you accompany it.

You refused us the proofs 4 years ago, saying (in substance) to Mrs L. that if she were to have them she would be likely to give undue prominence to the thought as to how the stories would suit over there, etc. (which, by the way, was a mistaken estimate of her character).

We or you or all of us have consequently had some $1500 or $2000 yearly less income during the period named than we might have had. Mr Johnson, of the London Journal, and others have repeatedly written to us to this effect, but we never replied to more than one in ten, and then only to say (you having refused us proofs) that they were not at our disposal, etc.

The next thing in order of course were offers for original stories – i.e. for manuscripts – but a like answer was returned, although the offers made exceeded any sums that had ever been paid anywhere by anybody for anything in the line of stories.

And under this state of things it became a question with Sunday English publishers as to which of them would derive the most benefit from republishing from the regular Monday Ledger Mrs L.’s stories.

That is a race of printers of which we do not propose to constitute ourselves the time-keepers. We can do no less, however, than except Mr. Johnson, of the Journal, from the general condemnation. True, he reprinted the stories without authority and without paying for them – (since he could’nt [sic] have them for pay) – but he has done so under certain conditions which command attention from their rarity:

1st – He has given the name of Mrs L. and even given her a standing qualification of “celebrated American authoress”

2nd – The London Journal is of ten times more literary importance and pecuniary value than all the rest of the story papers of the British Empire kingdom [sic] put together. The sum of $3,750,000 (£750,000) has been vainly offered for it to our own certain knowledge. [Here an unidentified extract from a book or magazine is pasted into the letter claiming the excellence of The London Journal. The sum Leon quotes is absurd]

3rd – During our stay in London in ’71, (as we must have told you upon our return) Mr Johnson called upon us at Morley’s [Hotel], offered us every civility, private boxes at theatres, invitations and introductions, etc. and upon the last day of our stay pressed upon Mrs. L a roll of bank [sic] of England notes, as an acknowledgement of the good he had derived from the stories, even in the face of sharing them with everybody else and under all the adverse circumstances – at which time he renewed his offers for proofs, as also for stories written expressly for him.

And now is this Mr Fiske [Amos Kidder Fiske (1842-1921), editor of the American fiction paper, The Boston Globe] more to you than we are that you should “aid and abet” him with the proofs you have so expressly refused to us, and so drag our names into a wretched squawk of a paper that could not possibly last three months, and during this period exist only in obscene contempt? After all you have been to us and we to you – after all we know of your heart and brain – we shall require your written declaration of preference in favour of Mr. F. before we will believe it!

Excuse scratches. We write in haste to catch the mail.

Ever yours,

Leon and Harriet Lewis

For all Leon’s protestations, The London Journal must have been supplied with advance copy of Harriet’s novels since 1869 (when Leon had first asked Bonner for proofs of her novels). Even more consistently than Southworth novels, Harriet’s appear in the New York Ledger and The London Journal at the distance of only a few weeks at most – anyone could work out that for that to happen advance sheets must have been sent across the ocean. No wonder Leon doesn’t want to be a timekeeper in what he calls the “race of printers” – Bonner no doubt had already made his calculations and come to the logical conclusions.

Leon’s also anxious to redefine the tag he claims The London Journal gave to Harriet. This was – he’s right – placed under her name in all of her novels  until Edda’s Birthright, published in The London Journal and the Ledger 3 months after Leon wrote the letter transcribed above. But the tag of “celebrated American authoress” was only part of a longer notice. What the notice actually said was that The London Journal’s was “[t]he only edition in this country sanctioned by this celebrated American authoress”. The full tag was less a celebration of Harriet than an assertion of right.

The tag had been prompted in the first instance by the appearance of Lewis novels in The London Reader, a magazine run by no less than George Stiff, the former owner of The London Journal, from right next door. While almost all London Reader serials are anonymous and with altered titles and sometimes names of principal characters changed, it’s hard to trace the originals, yet it had carried novels with Leon’s signature in 1866-7 (The House of Secrets, 4 August 1866 – 12 January 1867) and in mid-1867, followed by one with Harriet’s, The Golden Hope. More recently, the Reader had somehow published The Hampton Mystery, a version of Harriet’s first novel in The London Journal, The Double Life; Or, The Hampton Mystery a fortnight earlier than the magazine which was published literally next door, The London Journal – which was, it seems, now forced into declaring that it alone had the only sanctioned edition. Since the original had been published in America at exactly the same date as in Reader, it was impossible for Stiff to obtain a copy and put it into print by anything other than advance sheets. Later, Harriet’s Tressilian Court (1871) will likewise appear in The London Reader a week before The London Journal’s version, and Lady Chetwynd’s Spectre (1873) at exactly the same time.

What’s happening here? One possibility is that Stiff was raiding the mail intended for his former magazine and now rival next door. While he’d certainly done this sort of thing before, there are other possibilities too.

It is clear from the Bonner letters that Leon was a spendthrift and a gambler. After Harriet had procured fame and a good deal of money for them both since first appearing in the Ledger in 1862 (aged 15 and already married to Leon), he had sunk very deeply into debt. Bonner, who was clearly very fond of Harriet, kept lending the Lewises money which she would pay back by writing several serials simultaneously for him under both her and Leon’s name (romances under hers, adventure stories under his): eighty-one numbers spread over five novels managed to pay off $6075 at half rates. It seems to me very likely that the Lewises sent The London Journal AND The London Reader – and quite possibly other magazines that I have yet to discover –  advance copies of Harriet’s works to increase their already huge but always insufficient income.

What I’ve hoped to show in this and the previous blog posts is that in the cases of these three women – May Agnes Fleming, E.D.E.N. Southworth and Harriet Lewis – one cannot talk of “piracy” in the sense of a foreign publisher robbing an author. Two of the women had “exclusive” contracts with their American publishers which they broke quite legally by dealing also with publishers in Britain. Even when apparently straight piracy occurred, as with some novels by Southworth and Fleming, the writers still benefited from this in the end.

As we have come to realise more and more, nineteenth-century women writers were by no means all victims of a male publishing establishment. These three indeed, through translation, achieved a global circulation far beyond the transatlantic anglophone axis that I have focussed on here. In that sense they prefigure Hollywood by a good two generations – they are Hollywood’s grandmas indeed. The implications of that must await another set of posts.

Hollywood’s Grandmas Part 1

An enormous amount of work has been done on the global circulation of culture via electric and electronic media, but it’s becoming realised more and more that there was a set of narratives and imagery shared globally in the nineteenth century too. What I want to do over the next few blog posts is to mark the commercial importance of serial novels by American women writers to a specific but huge sector of British mass-market fiction between 1855 and 1883.

from The London Reader 1899; my thanks to John Adcock's splendid blog for this image

Key to the idea of “commercial importance” is whether the stories these women wrote were pirated or paid for by the British publishing industry. As we know from Dickens, the issue of transatlantic piracy was very important to writers. American publishers waiting at the dockside for new British books could produce an edition almost within hours, as they did in 1823 with Sir Walter Scott’s Peveril of the Peak. In the absence of international copyright agreements, the British author usually received nothing, although Harper Brothers, for instance, paid considerable royalties to Dickens and Macaulay, among others, and later on in the century Lippincott was generous to British authors he published, including Ouida. Accounts of British pirating of American serials commonly refer to how about 1.5 million copies of Uncle Tom’s Cabin were published in Britain without Harriet Beecher Stowe’s consent, but not much else. In fact there was a huge trans-Atlantic exchange.

I’m not going to write about well-known cases here. Furthermore, rather than talking of the piracy of books (quite expensive at the time) , I’ll focus on serials in cheap fiction magazines. Instead of the high-profit-per-unit-sold model which books operated on, penny periodicals made profit through the quantity sold. Most mid-nineteenth-century British mass-market fiction was published according to the latter model in penny weeklies such as The Family Herald, The London Journal, Reynolds’s Miscellany, The London Reader and so forth. America had its analogues in 4 cent weeklies such as the New York Ledger and the Philadelphia-based Saturday Evening Post. The circulation of all these magazines was enormous, with sales in the 1850s and 60s of 500,000 each (Dickens at his most popular, remember, managed 40,000). Given the usual calculations that are used to calculate readership from sales, in 1860 just the three best-selling magazines amounted to a 50% penetration of the entire population of Britain. Given that then the literacy rate in Britain was around 60%, that means that c. 83% of the literate population of Britain was reading one of these three magazines. The analogous American magazines had comparable sales figures, though given the much higher literacy and population of American – some 31 million as opposed to 19 million in 1860 – their percentage penetration was actually rather lower, if still hugely significant.

Example of a typical cover page of The London Journal

If what I’m saying is not as well-known as it should be it’s because, despite a few academic studies (most recently of American women writers), there are no bibliographical guides or descriptions of any of these periodicals. Some are available through ProQuest’s Periodical Archives Online but one still needs a bibliographical map to find one’s way around. Unless one knows what to look for one cannot find it.  Hence the importance of aids such as the Victorian Fiction Research Guides.

The points I am making come out specifically of my bibliographical mapping of primarily the British mass-market: what I found was that I also needed maps of the American and even Australian mass markets too. A focus on one does not give an adequate picture of how the market operated.

That said, in the British market there was a quite strict form of market segmentation along national lines. While some penny periodicals such as Bow Bells, Reynolds’s Miscellany and The Family Herald gave consumers mainly home-grown British fiction, there was another set that from 1855 offered stories written primarily by a mixture of American women and British men. This set comprises three closely related magazines: The London Journal, its offshoot The Guide, and its rival from 1862 The 7 Days Journal renamed in 1863 as The London Reader. These published a very large number of serials by three American women authors: E.D.E.N. Southworth, Harriet Lewis and May Agnes Fleming. The London Journal alone published 237 serials of various lengths – some in fact lasting only a few episodes. At least 50 of these serials, all of them long (and sometimes very long), were by 4 American women: 2 were by Caroline Lee Hentz in the mid 1850s, 13 by Southworth between 1855-1868, at least 22 serials by Harriet Lewis between 1868 and 1883, and at least 13 by May Agnes Fleming over the same period (I say at least as some are not attributed and others which are given signatures I haven’t been able to trace elsewhere).

While Southworth and Fleming have recently become visible again through the work of Nina Baym, Lorraine McMullen and others, it is Lewis in fact who has the largest number of novels published in this market sector as a whole, not just in The London Journal though she is most dominant there. Indeed, there is not a single number of The London Journal without one of her serials for 12 years from 1868, a succession of tales halted only by her death. When I discovered from perusal of her letters that she wrote a large number of serials that appeared under husband’s name Leon and his pseudonym “Illion Costellano”, her market share rose even higher.

The Uncle Tom mania in Britain over 1851-2 is well known and Louis James has pointed out the importance of American fiction in the 1830s British mass market. Susan Warner’s Wide Wide World (December 1850) and later Queechy (1852) had considerable sales on both sides of the Atlantic. Maria Cummins’s The Lamplighter created a sensation in 1854 with sales of 40,000 in its first 8 weeks and 70,000 in its first year. But it’s 1855 that is the key date for the beginning of a sustained massive import of American women writers into the British mass-market periodical. That year Margaret Oliphant realised the potency of American fiction in the “sensation” market and the Saturday Review commented on the popularity of American women writers early the following year.

There are several reasons for stressing 1855.

First, there had been recent changes in the law of copyright in Britain. In the 1840s, France had been seen as leading the way in mass-market periodical fiction, and British publishers mercilessly pirated French serials. The economics of mass-market publishing in Britain meant that there was no money to pay authors much: publishing translations of French works already known to sell well was a much safer speculation than publishing work that was untried in the market. But in 1852, there was a change in the copyright agreement with France. Now no longer could publishers in Britain simply take and translate a French work without paying the author. Fortunately, this was also the period when home-grown British writers such as J.F. Smith, Percy B. St John and Pierce Egan the Younger were selling so well there was enough profit on sales to pay them quite well, but of course it was still more profitable to publish works you didn’t have to pay for – and that would also sell well. The problem was now where to find them.