Publishing: Selling by the Book

When businessmen talk about examining their books these days, they may not be referring to debit and credit ledgers. Among U.S. companies, books have become so popular as sales tools that last year this category outstripped all other come-on devices except toys. More than 150 U.S. corporations—including Chrysler, Black & Decker, Weyerhaeuser, Phillips Petroleum, Carnation and G.E.'s Hotpoint Division—use books in sales campaigns. Last week the Aluminum Co. of America launched one of the biggest book campaigns yet. For 500 and an Alcoa coupon, it will send out a 310-page paperback called Mealtime Magic Cookbook, which contains hundreds of...

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