Last month the Saturday Evening Post returned to reviewing books after a lapse of some 20 years, under the heading: "The Literary Lowbrow Who Reads for Amusement." Lowbrow was Donald Gordon, 30, a shrewd reviewer and sales analyst for American News Co.
Last week it was apparent how the Post had profited from its new feature. Publishers had never felt able to buy space in the magazine. Now Macmillan, Scribner, Houghton Mifflin and Little, Brown & Co. had been persuaded to pool resources, experiment with a one-column advt. every other week....
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