History
The 20th-century mass-market paperback format was pioneered by German publisher Albatross Books in 1931, but the experiment was cut short by the approach of World War II. It was an immediate financial success in the United Kingdom in 1935, when Penguin Books adopted many of Albatross' innovations, including a conspicuous logo and color-coded covers for different genres. British publisher Allen Lane launched the Penguin Books imprint in 1935 with ten reprint titles, which began the paperback revolution in the English-language book market. Number one on Penguin's 1935 list was André Maurois' Ariel.
Lane intended to produce inexpensive books. He purchased paperback rights from publishers, ordered large print runs (e.g., 20,000 copies—large for the time) to keep unit prices low, and looked to non-traditional book-selling retail locations. Booksellers were initially reluctant to buy his books, but when Woolworths placed a large order, the books sold extremely well. After that initial success, booksellers were no longer reluctant to stock paperbacks and the word "Penguin" became closely associated with the word "paperback".
In 1939, Robert de Graaf issued a similar line in the United States, partnering with Simon & Schuster to create the Pocket Books label. The term "pocket book" became synonymous with paperback in English-speaking North America. In Québec, the term "livre de poche" was used and is still in use today. De Graaf, like Lane, negotiated paperback rights from other publishers, and produced many runs. His practices contrasted with those of Lane by his adoption of illustrated covers aimed at the North American market. In order to reach an even broader market than Lane, he used distribution networks of newspapers and magazines, which had a lengthy history of being aimed (in format and distribution) at mass audiences. This was the beginning of mass-market paperbacks.
Because of its number-one position in what became a very long list of pocket editions, James Hilton's Lost Horizon is often cited as the first American paperback book. However, the first mass-market, pocket-sized, paperback book printed in the US was an edition of Pearl Buck's The Good Earth, produced by Pocket Books as a proof-of-concept in late 1938, and sold in New York City. It is now very collectible.
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