Press Panels: Movies and the Unexplained

Home , Anita Loos

Crowell's president Lewis Gillenson I leftlshown with It was billed as "The Big Clambake.' (above). outdoors at 7'. Y. Cab Calloway (center) and other guests at Crowell's Pub the home of NAL chairman Martin Levitt ( kneeling, center) beside Erica-long. Thai's Harry Abrams, far right Theatrical cocktail-buffet Parties to Remember Times Mirror (NAL/ Abrams) and T. Y. Crowell, between them, hosted three memorable evenings before the ABA banquet (right) for 1100 people wrapped things up. (Left): NAL's Lee Ryan shares a happy moment with the Arnold Swensons (Harvard Coop) on the Manhattan boatride

Press Panels: Movies and the Unexplained The "press panel." where a group of Waldo Salt, screenwriter for "The Day producing the film, the author should get authors and other authorities on a partic- of the Locust" (Bantam paperback tie- the rights back." ular topic are brought together to gain in), went much further, stating, "Calling One way to protect the integrity of the added attention from the press, emerged on books as a source of material for a book when it goes into film, suggested as an interesting and successful idea at film is a poor second best to relying on Gordon Parks, is for the author to do his this year's convention. At the panel titled material written directly for the film." own screenplay. Parks, who is famous for "Making Movies Out of Books." James Salt hopes that filmmakers will "finally his "Shaft" films, prefers to he remem- Kirkwood, playwright-author of "P.S. stop buying books." bered as author of "The Learning Tree" Your Cat Is.Dead" and the forthcoming Like Kirkwood, Peter Maas, author of and as producer, director, screenwriter T. Y. Crowell novel "Some Kind of "The Valachi Papers," "Serpico" and and composer of music for the film made Hero," said that selling his work to the the forthcoming "King of the Gypsies" from the book. "Every author can do his movies gave him financial support to (Viking), is not displeased with the book- own screenplay. Hold out." Parks urged, write more novels. Not all the panelists into-film process, though he does have Walter Sullivan, New York Times sci- had such a positive attitude. some reservations. " 'Valachi Papers' ence editor, and author of "Continents in On the opposite end of the spectrum turned out to be one of the worst films I Motion" (McGraw-Hill), moderated a was Jerzy Kosinski, author of "The had ever seen," said Maas, "so when I panel titled "Explaining the Unex- Painted Bird," "Steps" and the forth- was ready to sell 'Serpico' I demanded plained." This panel was not as well at- coming "Cockpit" (Houghton Mifflin). authority over the cast, director and tended as "Making Movies Out of Kosinski has never sold a book of his to script." Books," and it was far less dynamic since the movies and does not intend to. He ex- Kirkwood has learned some lessons, there was little interchange among the plained: "I do like movies, and have too. Having had the unfortunate experi- panelists. Uri Geller bent no keys to pro- known of many excellent screenplays, ence of selling a manuscript to the movies mote his Praeger book, "My Story"; but the book and the film have little where it never saw the light of day, Kirk- Geller sensed "bad vibes" and skepticism in common. Movies arc a much more wood is now demanding a reversion in the room, but he wasn't upset. "What I dynamic industry; so much is done so clause in negotiations to sell "Some Kind do is unexplained," he said. "that's why quickly it diminishes those who write." of Hero." He says. "If the studio is not people are still interested in me." Isaac

JUNE 23. 1975 49 Harper/Dell Bash Honors Judy Garland Biography

Celebrities, booksellers, publishing figures— to say nothing of gate crashers—crowded the Rainbow Room for supper/dancing/ entertainment provided by Harper/Dell to celebrate the Gerold Frank biography of Judy Garland. On hand, clockwise: the author and Lorna and Joey Loft; the imperishable Hope Hampton: that impeccable dancing couple, Mr. and Mrs. Leonard Schwartz; Abe Meyer, Helen Meyer, Ross Claiborne and Buz Wyeth; and Martha Mitchell (right) with unidentified companion

Asimov, author of 159 science and sci- "The Cosmic Connection" (Dell) and price goes up as a multiple of the cost of ence fiction books, including the current "Other Worlds" (Bantam), it takes many production, and that after manufacturing "Before the Golden Age" (Fawcett), years to explain the unexplained and costs and author's royalties have been called skepticism "wholesome," but many more to disprove explanations— paid the publisher is left with only a small Charles Herlitz, author of the hest-selling the dark areas on Mars, for example. proportion of the income from a book to "The Bermuda Triangle" (Avon), took Originally, he noted, they were thought cover his operations. This is why subsidi- issue with that notion, declaring, "I've to be green in color, and it was surmised ary rights sales are his only real source of been attacked and criticized, but some- that they were canals. Today, he said, profit. Ways in which his house is cutting thing is causing ships and planes to van- they have been found to he "distinctly down on costs—and therefore book ish!" According to Carl Sagan, author of red." L.F, prices—are: doing more medium-priced books as trade paperbacks instead; changing manufacturing standards to al- low for production economies without Money and the Book Business cheapening the product: reprinting strong-selling backlist titles in paper, A large and hopeful audience turned financial columnist Sylvia Porter. Shatzkin had very decided views about out for a panel called "Money and the Leonard spelled out succinctly the eco- how to increase bookselling profits, and Book Business" Wednesday morning. nomic problems facing all booksellers: distributed among the audience a table They heard a list of bookseller problems they sell items of interest to only a small and a specimen form to back up his from Eliot Leonard, an account of the number of people, have to maintain vast theories. Booksellers, he said, know their reasons for higher prices from Anthony stocks, sell thousands of new items a money is in inventory, therefore in- Schulte of Knopf/Random House, a rev- year, suffer long waits and frequent ventory has to be turned over more often olutionary approach to discount and unavailability on their orders, handle the to produce a higher profit margin. "You turnover from Leonard Shatzkin of Two complicated work of returns—"and for need a combination of discount and turn- Continents. a rundown on availability of all these reasons booksellers have to over," Shatzkin said, and suggested a federal money from a Small Business work harder than other retailers." plan whereby a bookseller makes an Administration spokesman, and a gener- Schulte addressed the reasons for arrangement with the 10 or 12 leading ally optimistic economic forecast from higher book prices. He explained that publishers who supply the store. "Tell

50 PUBLISHERS WEEKLY month (during which time she will be out "despite some threats to that effect," and promoting "Sylvia Porter's Money sees a considerable lessening of inflation, Book," just published by Doubleday). which could be down to below 6% by the She sees the recession—"actually a end of the year. She does not foresee a slump"—ending within the next month sharp upturn in the economy—"more a or so, aided by the recent tax rebates. nice sluggish U than a sharp V"—but the Meanwhile, she declared, credit has been recovery should last at least through eased on a massive scale, and now is a 1976_ She felt that booksellers' prospects very good time to borrow money. She arc brighter as a result of this improving does not see interest rates going higher, picture. especially in how-to books. J.F.B.

"Showcase" for Children's Books People attending the panel on chil- gave the audience an opportunity to see dren's books learned that handsome as well as hear details of areas in which books do, indeed, make handsome prof- the books pleased and sometimes disap- its—but not always for publishers. A ca- pointed the judges. During the discussion, pacity crowd in the outsized Royal Ball- the experts pointed out that children and room A of the Americana Hotel was adults who select books are attracted to proof of keen interest in children's trade those with the most visual appeal— books during ABA week, especially since "sometimes even unconsciously"—hence the meeting (sponsored by the Children's the title of the panel. But the audience Book Council) began at 8:30 A.M. and also learned that those handsome profits had to compete with two other panels set don't necessarily make publishers rich. for the same time. Phyllis J. Fogelman, Ms. Fogelman gave a point-by-point re- 1975 Showcase Committee Chairwoman, port of the cost/sales record of what she and editor-in-chief, Books for Young stressed was a mythical composite book. Readers at Dial, moderated the panel. Her figures and percentages were based The members were judges who had se- on 1972 industry averages. Presuming lected the books honored by inclusion in that the retail cost of the book was $5.95. the current Showcase. the heavy cost of production (including Initiated in 1972, the Showcase is a se- labor, paper, etc.). discounts, royalties, lection of books chosen for the high qual- overhead and other charges resulted in a ity of their design, illustration and pro- total profit to the publisher of 26¢—if the duction. Twenty-seven books published book sold respectably. in 1974 were chosen for this year. The Children's Book Council an- Donald Carrick, author-illustrator of nounced that bookstore and community "Bear Mouse" and other handsome agencies find a local Showcase exhibit an books, served on the panel along with ideal way to focus attention on children's Ann Durell, vice-president, director, hooks, to encourage people to acquire Children's Book Department, Dutton, quality books. Suggestions for organ- David Rogers, associate director. Pro- izing a Showcase exhibit and other per- duction and Design, Atheneum, and tinent information about the materials their salesmen you need a better mar- Atha Tehon, art director-designer, Books (including a bookmark listing the current gin," Shatzkin advised. "Make each col- for Young Readers, Dial. They discussed titles) are available from the Children's laborate—tell him you'll increase your criteria by which they evaluated and fi- Book Council, 67 Irving Place, New investment in his books if he'll cooperate nally selected the superior books from York, N.Y. 10003, Attn.: Showcase. with you to increase the margin. This submissions by various publishers, and Please include a stamped (100 envelope; makes the publisher a partner in your explained the reasons for their choices. there is no other charge. Approximately success." Shatzkin's plan involved care- As Rogers said, there is no such thing as 1000 communities have so far benefited ful monitoring of the inventory from a perfect book, but these 27 have earned from these exhibits. For a copy of the each of the participating publishers, an A for excellence. They include picture Showcase Catalogue—which includes including an "inventory productivity books, novels and nonfiction for all ages. critiques of each book and its pictures— report card." every six months. Color slides of the Showcase selections send $5.95 to the same address. J.F.M. Advice on how best to use the facilities of the Small Business Administration came from Victor Rivera, New York City District Director of the SBA. The agency, he said, offers management assis- Promotion Plans: TV and tance and training programs, aid in se- curing government purchase orders, and legal advocacy for businesses adversely The Book Token affected by federal legislation—all in ad- When the book industry's Books as troduced to others, this was its first ex- dition to loans. As for loans, the SBA Gifts TV advertising campaign begins its posure at a national meeting of book- will guarantee bank loans to the extent of test run next Christmas, feedback infor- sellers. The Advertising and Promotion 90% on loans of up to $350,000, and also mation as to its effect on sales will be ab- discussion also featured G. R. Davies, make loans itself to businesses that have solutely vital, booksellers were told by Booksellers Association of Great Britain been turned down by the banks. Roger Straus Ill of Farrar, Straus & Gi- and Ireland, talking about the British Sylvia Porter gave the audience an ad- roux and Paul Anbinder of Abrams, at Book Tokers system, and Nick Cle- vance look at some of the material that the Advertising and Promotion panel, mente, co-op ad manager for B. Dalton- will appear in her column over the next Though the campaign has been in- Pickwick, who delighted booksellers with

JUNE 23, 1975 51 Some ABA examples of how radio can be used to advertise books. Impromptus Straus and Anhinder said they were Many of the most provocative pleased that ABA has agreed to contrib- encounters between publishers, ute $5000 toward the $145,000 necessary booksellers and visiting celebrities to produce the first set of humorous test at ABA took place behind the commercials featuring celebrities (like scenes, as people waited offstage to Robert Redford and Muhammad Ali, appear on panels or as luncheon or among others) exchanging books as dinner speakers. Here is a Christmas gifts. Booksellers, they noted, representative selection of some will be invited to use whatever logo is de- of these informal meetings veloped for the campaign in their ads and Below: Bob and Ray with Jimmy will probably be asked to help check the Breslin; Erica Wilson and Charles campaign's effectiveness. One possible Scribner; G. R. Davies (Great way in which booksellers may be asked Britain) with J. C. Boyd and to help, Straus said, is by keeping track Eleanor Hedman (ABA). of the number of specially prepared give- Right, top to bottom: Jolie Gabor; aways they distribute to book buyers. Victoria Stanley (ABA) with (The TV commercials will ask people to Maurice Dolbier, Leo Durocher tell booksellers they have seen the com- and Jim Silberman; Anita Loos and mercial when they buy a book.) Cathleen Nesbitt; Ms. Loos, Clifton ABA and NACS have now decided to -Fadiman, Roysce Smith, Ivan go ahead and set up a joint committee to Sandrof, Doublas Fairbanks, Jr.; develop an American counterpart of the Richard Noyes, ABA president, British Book Tokens—book gift certifi- with ABA officers and directors: cates—program. G. R. Davies, head of Eliot Leonard, Igor Kropotkin, the Booksellers Association of Great JoAnn McGreevy, Michael Fox Britain and Ireland, told Americans how the system works in Britain. Bookstores sell customers gift certificate cards in 32 different styles and in any denomination the buyer chooses at 7-12 cents apiece. For each voucher sold the bookseller earns 121/2% of the face value. Not a lot of money. Davies conceded, but 40 years of experience with Book Tokens has con- vinced the Booksellers Association that the program is increasing the sale of books. In adapting the system for the Ameri- can market, one of the tasks before the ABA /NACS committee is to figure out how to deal with the differential in sales tax from one state to another. Like the British counterpart, the American system will use a central clearinghouse to even up the score for each bookseller. B. Dalton-Pickwick's cooperative advertising program, and the use of radio to advertise books in general, have come a long way thanks to Nick Clemente, co-op advertising manager for B. Dalton-Pick- wick. Clemente started experimenting with radio several years ago and, thanks in part to his efforts, many bookstores in this country have learned how to use radio effectively to advertise books. Radio is a natural in the Los Angeles area, Cle- mente told booksellers, where there are 9-million people and 68% of the adult population is on the road during the morning rush hour. Clemente added, however, that radio can be used all over the country with success. He played for booksellers some of the imaginative commercials he has developed for Dalton where the use of sound effects, music and drama have been tailored to suit the time of day and the audience. "Agency people are trying to rush us from print right into television," Clemente said, "but radio is better for books—unless you have Red- ford and Muhammad Ali." L.F.

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