PUBLISHING: This Chapter Paid for by . . .

This Chapter Paid for by . . .

"That is a good book which is opened with expectation and closed with profit," wrote American educator Bronson Alcott. Whittle Communications couldn't agree more. The Knoxville-based company plans to publish a series of books that will contain a radically new profit-making device: advertising. While paperbacks have sometimes been sprinkled with ads, such come-ons have almost never appeared between hard covers.

The books, constituting a series called The Larger Agenda, will be business- oriented analyses of 100 or so pages, written by such authors as David Halberstam, John Kenneth Galbraith and George Gilder for fees of about $60,000. Each book will be...

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