News and Comment New Age Books by Bantam published the pseudoscience titles listed above, it also issued, under Any Other Name. the imprint of New York Times Books, the paperback edition of the Condon Commission report, Scientific Study of he book-publishing business has Unidentified Flying Objects. Few large long been an accomplice in the paperback publishers have managed to Tspread of pseudoscience, quack- steer clear of pseudoscience; one ery, and pernicious nonsense. And in exception appears to be W. W. Norton, contrast to the ephemeral nature of which has stayed on the skeptical side other media products, such as tele- of pseudoscience with its "scientific vision and radio programs or news- debate" books: UFOs: A Scientific papers and magazine articles, books Debate (1974), Scientists Confront have solidity and permanence. This is Velikovsky (1979), and Scientists Con- true even of paperback books, whose front Creationism (1983). relatively low cost and small size make In the past, some small publishers them attractive to buy and read, then have dedicated themselves to publish- swap or resell. A glance at the "Occult" ing books on occult or "metaphysical" section in any used-book store reveals topics. In recent years, with the rise that claptrap in book form can live for of the New Age phenomenon, some decades. Consider, as just one exam- have devoted themselves entirely to ple out of many, Bantam Books, books on New Age topics. A prom- paperback publisher of such pseudo- inent example is the West Coast scientific classics as Erich von publisher Jeremy Tarcher. Larger Daniken's Chariots of the Gods? (1970), Andrew Tomas's We Are Not the First (1971), and Frank Edwards's Flying Saucers—Serious Business (1966)—all OFF WITH THE OLD, still widely available in used-book IN WITH THE NEW. stores. Many publishers sit squarely atop the proverbial fence, publishing infor- mation and misinformation with apparent impartiality. One such is Vintage, a paperback publisher that is part of Random House. In past years Vintage has published both Phil Klass's UFOs Explained (1976) and John Gribbin and Stephen Plage- mann's The Jupiter Effect (1975; rev. ed., 1976). And during the same period Summer 1991 339 companies have established special Shambhala, best known for books imprints to identify their New Age on mysticism and Eastern religions, books. Here again, Bantam furnishes now directs some of its titles to the an example: Over the past several science sections of bookstores. years New Agers have come to rec- Humanics New Age—as its name ognize the "rainbow people" logo of indicates, a specialty New Age pub- Bantam New Age Books, a line whose lisher—is seeking another label for its motto is "A Search for Meaning, books. Company president Robert Growth and Change." Hall says he has never liked the term Keeping track of the publishing New Age because it "implies crystals, industry's interest in pseudoscience candles, channeling." Most of the offers a glimpse into the changing authors whose books are published by interests of the American reading Humanics are Ph.D.'s, Hall notes. public, from UFOs to the "new phys- Stocked on science shelves, New ics," since publishers sail with the Age titles find more readers. For one prevailing winds of popular culture. thing, people who might be embar- At the same time, however, publishers rassed to be seen browsing in a New influence cultural trends. When pub- Age or occult section of a bookstore lishers began identifying some of their are often delighted to be seen thumb- titles as "New Age," many bookstores ing through books on the science or dropped their traditional "occult" philosophy shelves. section in favor of one labeled "New For bookstores, the New Age cate- Age." These developments both par- gory was a way to group books from alleled and undoubtedly influenced the several subject areas. Many titles came growing public awareness of the from the old occult section, but others amorphous set of beliefs that compose would formerly have been classed in New Age thinking. psychology, philosophy, self-help, or After several years of promoting religion sections. Now it appears that books with the "New Age" tag, pub- such books are migrating back to these lishers have now begun to drop the categories. As one publisher puts it, label, finding that it no longer helps "I see the category itself splintering sell books. A recent feature in Pub- back into its basic disciplines: the lishers Weekly (December 7, 1990), occult, personal growth, Eastern headlined "The Flight from 'New religions, philosophy." Self-identified Age,' " explains that the change is in New Age publisher Jeremy Tarcher large part due to the desire of pub- now describes his company's books as lishers to present New Age titles as covering child-rearing, personal part of the scientific mainstream, health, business, Jungian psycho- rather than segregating them as a analysis, men's consciousness, and special interest. Bantam, for example, sexuality. "All are now subjects one has begun to leave off the "New Age" can look at with a New Age perspec- label from some of its books while tive," he explains. retaining the rainbow people logo By dropping the New Age tag, and motto. Further, it has spun off publishers are not only attempting to from its New Age imprint a line called "mainstream" their titles; they believe "New Sciences." Bantam's stated aim they are responding to a shift in public is to capture the science-minded interest from fads, such as crystals and audience that has made bestsellers of channeling, to more serious spiritual books like Stephen Hawking's Brief quests. Prominent New Age writer History of Time. Marilyn Ferguson, author of The 340 SKEPTICAL INQUIRER, Vol. 15 New Age Around the World ot surprisingly, the United New Age perspective. States and other English- France: Metaphysical material is N speaking countries repre- popular. In addition, one French sent the world's largest market for publisher has launched a series of New Age and metaphysical books, "New Age fiction." according to Publishers Weekly Italy: Favorite subjects are (December 7, 1990). In Canada, astrology, yoga, massage, natural native cultures and the environ- medicine, and healing. ment are the focus of New Age Greece: Some 30 to 40 publishers interests; in England, emphasis falls in Greece publish esoteric material, on the Arthurian tradition. Look- on subjects including astrology, ing farther afield, the dubious yoga, acupuncture, homeopathy, honor of being the second-largest massage, Tarot, Zen, I Ching, and market for New Age ideas is held mythology. Greece has at least one by Germany. Subject areas favored specialty New Age bookstore, Pyri- by German readers include anthro- nos Kosmos, or Fiery World. posophy, inner transformation, Countries all over the world dreams, death, and angelic mes- purchase rights to publish New sages, as well as self-help. New Age Age/metaphysical books of Amer- books for children are also popular. ican origin; at the same time, Here's a brief rundown of New Publishers Weekly notes, the "rich Age/metaphysical interests in international heritage" of such Europe, at least as publishers see material in this country, which them. includes such luminaries as H. P. Sweden: Similar to Germany, but Blavatsky (Russian/American), G. I. a smaller market. Popular topics Gurdjieff (Greek/Armenian/Rus- include transpersonal psychology, sian), Ouspensky (Russian), Teil- personal development, intuitional hard de Chardin (French), Parama- development, shamanism. hansas Yogananda (Indian), Alice Holland: No fewer than eight Bailey (British), Rudolf Steiner New Age magazines are published (German), Carl Jung (Austrian), in this small country, covering Reshad Feld (British), Elizabeth mysticism (Eastern and Western), Haich (German), and Dane Rud- meditation, art, religion, martial hyar (French). Of course many arts, computers, health and envir- more names could be added to this onmental issues, homeopathy, and brief list. transpersonal psychology from a —LAS. Aquarian Conspiracy, uses the term starting to see books about how [to "New Age activism" to describe the achieve it]," she says. As an example current trend. "Ram Dass and others of a New Age activist book, Ferguson have shown why individuals and cites The Simple Act of Planting a Tree society need a new direction. We're by Andy and Katy Lipkis, published Summer 1991 341 by Jeremy Tarcher. them. According to publishers, books One reason for the growing inter- on divination systems, such as Tarot, est in the practical aspect of spiritual are popular right now, along with pursuits may be the current emphasis spiritually oriented books on environ- on the individual's role in protecting mentalism and indigenous cultures, the environment: New Age thought the men's movement (led by Robert has persistently focused on the impor- Bly's latest, Iron John), feminist spir- tance of the individual in changing ituality (the so-called goddess move- both oneself and the world. Another ment), Jungian ideas, and Eastern factor may be the economic recession,, philosophy as it relates to American since hard times force many people to business. Once again, in their eternal concentrate on pragmatic concerns. quest to sell books, publishers not only Even if bookstores no longer group cater to popular taste but also influ- books in a section labeled "New Age," ence it. many of the same titles are dispersed —Lys Ann Shore in other sections. And if channeling and crystals are out, other equally Lys Ann Shore is a SKEPTICAL INQUIRER questionable subjects will replace contributing editor. Nation's Mathematicians Behind one door is a car; behind the others, goats. You pick a door—say, • Guilty of 'Innumeracy' No. 1—and the host, who knows what's behind the doors, opens another door—say, No.