The Mass Market

Publishers Weekly instituted in its Nov. 21, 1953, issue a section titled The Mass Market, which appeared in the third issue of each month, to report on developments in the low-priced books field. The final Mass Market section was in the Feb. 18, 1956, issue of PW, after which the third issue of each month would have an emphasis on paperbacks but no dedicated section to them (see PW, Mar. 10, 1956, at 1376, for details.)

Nov. 21, 1953, at 2101-2130.

    • Arthur Hale, p. 2101

    • Victor Weybright, Small Books Are Here to Stay, pp. 2102-2103, 2106.

    • Albert R. Leventhal, The Children's Book in the Mass Market, pp. 2106-2108.

Dec. 19, 1953, at 2384-2410.

    • Arthur Hale (unsigned), Estimates for 1953, p. 2385.

    • Robert Klein, The Local Wholesaler Looks at Small Books, pp. 2386-2389, 2391.

    • Stanley Klein, 1953: The Year of the Blast Off, pp. 2393-2396.

Jan. 16, 1954, at 213-238.

    • Arthur Hale, Separate Handling of Books, p. 213.

    • Michael De Forest, Pocket Book Shop, N.Y.C., pp. 214-217.

    • Phil Shaw, More Sales, Fewer Returns: The Daytona Beach Plan, pp. 220-223.

Feb. 20, 1954, at 1061-1083.

    • Arthur Hale, A Real Survey for Small Books, p. 1061.

    • John Zito, We Must Stock Small Books, pp. 1062-

Mar. 20, 1954, at 1441-1466.

Apr. 17, 1954, at 1763-1786.

May 15, 1954, at 2077-2093.

June 19, 1954, at 2647-2665.

July 17, 1954, at 197-213.

Aug. 21, 1954, at 701-712.

Sept. 18, 1954, at 1313-1337.

Oct. 16, 1954, at 1663-1674.

Nov. 20, 1954, at 2057-2074.

Dec. 18, 1954, at 2341-2353.

Jan. 15, 1955, at 237-247.

Feb. 19, 1955, at 1195-1210.

Mar. 19, 1955, at 1573-1592.

  • Arthur Hale, What Is "The Mass Market"?, p. 1573.

Apr. 16, 1955, at 1881-1899.

May 21, 1955, at 2259-2275.

June 1955 - PW Archive has no issues for this month

July 16, 1955, at 193-204.

Aug. 20, 1955, at 735-747.

Sept. 17, 1955, at 1026 (explaining that the Mass Market section will be pushed to the Sept. 24 issue).

Sept. 24, 1955, at 1490-1503.

Oct. 1955, at 1749-1760.

Nov. 19, 1955, at 2141-2154.

Dec. 17, 1955, at 2431-2438.

Jan. 14, 1956, at 143-159.

Feb. 18, 1956, at 1063-1075.

Mar. 1956