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Booksellers and Bestsellers: British Book Sales As Documented by "The Bookman", 1891-1906 Author(S): Troy J

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Booksellers and Bestsellers: British Book Sales As Documented by Booksellers and Bestsellers: British Book Sales as Documented by "The Bookman", 1891-1906 Author(s): Troy J. Bassett and Christina M. Walter Source: Book History, Vol. 4 (2001), pp. 205-236 Published by: The Johns Hopkins University Press Stable URL: http://www.jstor.org/stable/30227332 . Accessed: 10/03/2014 18:35 Your use of the JSTOR archive indicates your acceptance of the Terms & Conditions of Use, available at . http://www.jstor.org/page/info/about/policies/terms.jsp . JSTOR is a not-for-profit service that helps scholars, researchers, and students discover, use, and build upon a wide range of content in a trusted digital archive. We use information technology and tools to increase productivity and facilitate new forms of scholarship. For more information about JSTOR, please contact [email protected]. The Johns Hopkins University Press is collaborating with JSTOR to digitize, preserve and extend access to Book History. http://www.jstor.org This content downloaded from 130.212.18.200 on Mon, 10 Mar 2014 18:35:51 PM All use subject to JSTOR Terms and Conditions BOOKSELLERS AND BESTSELLERS British Book Sales as Documented by The Bookman, 1891 -I906 Troy J. Bassett and Christina M. Walter What is being read? This question is best answered by stating what is being sold. - "Monthly Report of the Wholesale Book Trade," The Bookman (February 1897) Research on book sales, as Wallace Kirsop has pointed out in this journal, has only recently gained the prominence the subject deserves.' Though Simon Eliot's monograph Some Patternsand Trendsin British Publishing, 1800-19I9 (1994) illustrates the value of compiling statistics and analyz- ing book production, little has been done to compile and analyze statistics on book sales in Britain. Richard Altick's appendix to The English Com- mon Reader (1957) and its later supplements2 remain the only attempts to compile sales statistics, and these efforts, in Altick's own words, "run the whole gamut of authenticity, from the reasonably accurate ... to the extravagant," because the figures are drawn from a number of different sources, such as publishers' histories, letters, and trade journals.3 In the United States this is not the case: scholars have Alice Payne Hackett's compilation 8o Years of Bestsellers, 1895-1975 (I977), which offers best- seller lists for each inclusive year, though with only minimal analysis.4 Specifically, for the years 1895-19Iz, Hackett collates the bestseller lists A portion of this research was supported by a 1998 Merrill Award given by the University of Kansas Department of English, for which the authors are grateful. The authors would also like to thank Rachel Hile Bassett, Stephen Bond, Peter Casagrande, Dorice Williams Elliott, Richard Hardin, Robert Hensley, and Deborah Pye for reading drafts of this essay. This content downloaded from 130.212.18.200 on Mon, 10 Mar 2014 18:35:51 PM All use subject to JSTOR Terms and Conditions 206 BOOK HISTORY published in The Bookman (New York), and for the years 1913-75 she uses the lists from Publishers' Weekly. However, The Bookman (New York) was an imitation of The Bookman (London), which was founded in I891 by William Robertson Nicoll. Aimed at "Bookbuyers, Bookreaders and Book- sellers," the journal included literary gossip, features on popular authors, reviews, glossy illustrations, and bestseller lists.s These lists, found in the "Sales of Books During the Month" feature, were submitted by bookshops from around the British Isles and have been called the first bestseller lists.6 But unlike their American cousins, they have been neither compiled nor analyzed. This essay offers a preliminary analysis of these bestseller lists, which run from 1891 to 190o.7 Whereas Hackett only compiled yearly lists of bestsellers, we employ our data not only to compose similar lists but also to explore a number of individual English, Scottish, and Irish bookshops, for which few or no sales records remain in existence. Adding this level of analysis goes beyond the bestsellers themselves and into a consideration of the socioeconomic factors affecting book sales during this period as well as their regional variation. In addition, we supplement this analysis by juxta- posing it with another feature of The Bookman (London), the "Monthly Report of the Wholesale Book Trade," which ran from 1894 to 19o6. This feature, submitted by leading wholesalers from England and Scotland, included both book trade analysis and bestseller lists. Through it, we are able to monitor the book trade on a national level and to examine what bookshops were stocking in relation to what they were selling. In present- ing our compilations, we do not pretend to offer a final word; rather, we intend to open up The Bookman (London) as a source for further investi- gation. Although these two features have particular limitations (as we will discuss below), they do offer a unique source of information about British book sales. Taken together, "Sales of Books During the Month" and the "Monthly Report of the Wholesale Book Trade" provide a dynamic pic- ture of the British book trade at the turn of the century, offering a view of customers, bookshops, wholesalers, and publishers.8 I. "Sales of Books During the Month" Appearing in the first issue of the journal, "Sales of Books During the Month" proposed "to give from month to month statements by representa- tive and leading booksellers of the volumes they have found most popular during the [previous] month (I5th to I5th)" (October i891).9 Beyond this statement, The Bookman's editors never offered any further identification This content downloaded from 130.212.18.200 on Mon, 10 Mar 2014 18:35:51 PM All use subject to JSTOR Terms and Conditions BOOKSELLERS AND BESTSELLERS 207 of these "representativeand leading" booksellers,nor did they reveal how they selected these particular booksellers (for example, did the editors choose the shops or did the shops volunteerlists? If the former,what method was employed for selecting shops?). Furthermore,neither The Bookman nor the booksellers offered any method or criteria for determining the "most popular" volumes of the month. Since the feature rarely mentions actual sales figures, the lists could be the result of careful record keeping, the subjectiveimpressions of the individualbookseller, factual errors, out- right deceit, or some combination of these. Perhapsanticipating these con- cerns, each month the feature ended with the statement "[The Bookman] guarantee[s]the authenticityof the above lists as suppliedto us by leading booksellers," indicating the journal's function as a reporter of the lists rather than an authority on them.10Despite these concerns, which should always be kept in mind, the lists nonethelessoffer a unique source of infor- mation about late Victorian bookselling. "Sales of Books during the Month" ran from October I891 (issue i) to April 190o (issue 15) without interruption.Each month the feature consisted of anywherefrom three to twenty-onelists identified only by city or section of a city (for example, Birminghamor East Central London).1" For the majority of months the featureconsisted of ten to fifteen lists, the averagebeing twelve lists per issue. Each list contained between zero (sub- mitted by East Central London in August 1897)12and twenty-four titles (submittedby East Central London in January1893), but the vast major- ity of the lists reported a standard six books each. In addition, the style of reportage varied slightly from city to city, ranging from titles alone to authors,titles, publishers,and prices;however, in February1898 the report- ing becomes standardized,and thereafterall shops includedauthors, titles, publishers,and prices. Over the nearly ten years of the feature, 1,408 lists appeared from thirty-seven cities or areas in cities, including four from London (East Central, West Central, West End, and Central); two from Dublin (not differentiated);and one each from Manchester,Birmingham, Burnley,Sunderland, Bradford, Edinburgh, Aberdeen, and Glasgow.13Year by year,29 lists appearedcovering 1891, II9 covering I892, 165 covering 1893, 145 covering 1894, 140 covering 1895, 144 covering 1896, 132 cov- ering 1897, 189 covering 1898, 167 covering 1899, 154 covering 1900, and 24 covering 1901. Takingthe lists as a whole, we can produce a rough compilation of the leading titles over the course of the decade. AppendixI gives, year by year, the books that appeared most often on the lists. These compilations give only a sense of the most popular books, since the bookshops' lists offered no actualsales figures.Furthermore, because almost nothing is known about these shops other than what they themselves reported, our compilations This content downloaded from 130.212.18.200 on Mon, 10 Mar 2014 18:35:51 PM All use subject to JSTOR Terms and Conditions 20o8 BooK HISTORY cannot take into account other factors, such as the population served, sales volume generated, or the effects of local competition. In addition, the shops included in the feature over the years do not fully represent all of Britain. In particular, only two cities contribute from Wales and Northern Ireland for a combined fifteen lists. Because we do not weight the lists, they all assume the same weight. Nevertheless, the high-volume titles we list, for example, George Du Maurier's Trilby (42 lists in 1895), obviously repre- sent books that appeared on the lists of many cities many times. Still, our compilations here are offered as at best an approximation of actual sales. In the realm of fiction, four movements dominated the lists--Scottish- themed fiction (the so-called Kailyard school), New Woman fiction, his- torical romance, and religious fiction. Of the first group, authors and books include J. M. Barrie's The Little Minister (i9 lists in 1892) and his other works, Robert Louis Stevenson's works, S.
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