Publishing Miracle 13: The Call to Action

by Ronald R Johnson

In this series I have listed a number of factors that called the public’s attention to the novel Magnificent Obsession after its publication in 1929. Once people became aware of the book, then there were some distinctive features of it that kept them reading and talking about it. But the book did more than that: it also gave them something to do.

Nancy Ashford comes right out and says this in Chapter 11 when she tells Bobby Merrick that, if Doctor Hudson’s journal were to be published, “People would pronounce it utterly incredible, of course; but they would read it – and heartily wish it were true. And I have a notion they would be sneaking off to make experiments, no matter how they might have giggled when discussing the theory with their friends.”

Magnificent Obsession isn’t just a novel; it’s an invitation to try the thing yourself, and see what happens.

Nancy continues, “I wish I could tell you… you know why I cannot… about the quite startling experiences I myself have had lately…” She can’t tell him because it’s all about serving others and not bragging about it to anybody. But it’s implied that she has done a deed of kindness and has hidden up that secret for her and God alone, and her prayer-life has become more constructive as a result. This isn’t your typical novel. Most of them don’t give the reader something to try after they’re done reading.

But Douglas goes one step further: he hints that he would welcome a letter from them, telling him the results of their experiments.

In Chapter Thirteen, Merrick shares Doctor Hudson’s “secret” with Montgomery Brent, and Brent says he’s going to try it. “May I write to you, sometimes, and report?” Brent asks.

Merrick says, “Glad to have you. But you needn’t try to tell me what you’re doing for anybody else. That’s your affair. Write and tell me if it works – but not what you did to make it work. Do you get me?”

And that’s exactly what readers did. As Douglas tells us in his “Author’s Foreword” to Doctor Hudson’s Secret Journal, “After a while, letters began to arrive from persons who said they had tried it, and it worked; though they were careful not to be too specific in reporting their adventures, aware that if they told they would be sorry” (p. ix). Of course, not everyone had positive results. “A few lamented the cost of unrewarded experiments and denounced the whole idea as a lot of hooey.” He adds, “The task of dealing sympathetically with this strange correspondence became a grave responsibility” (p. x).

This, perhaps more than anything else, is what made Magnificent Obsession stand out from other novels: it created a community. People “tried” the book’s thesis and corresponded with Douglas about the results. And he wrote back. For the rest of his life, much of his time was spent answering letters like these. Douglas says, “A single post might contain inquiries from a high school boy, a college professor, a farmer’s wife, a physician, a pious old lady, an actress, a postman, a preacher, and a sailor…. I suppose that if all these letters were compiled and printed, they would fill several volumes as large as the novel which evoked them.”

There is evidence that Douglas considered doing something along that line. Around 1932-33, he wrote a To-Do List about these letters, then folded it up and stuck it in the back inside pocket of his Forgive Us Our Trespasses scrapbook. In the To-Do List he said he was going to “Take off mailing addresses from letters,” and then “Letters will be stored.” He seems to have had some long-range plans for them, but he doesn’t mention what he had in mind.

On a personal note, this “Strange Correspondence” is the first thing I looked for when I began studying Douglas’s private papers at the University of Michigan in 2005. Rather than a biography of Douglas, I initially wanted to write the story of this community-building that he did through letter writing. Unfortunately, other than fan letters from GIs during WWII (to which I do devote a chapter in my Douglas biography), Douglas’s daughters did not donate his fan mail to the university archives.

However, the main point I want to make today is that Magnificent Obsession prompted readers to go out and “try” the book’s thesis – and apparently many of them did. In that respect, it was more than a novel. For many people, reading it was a life-changing experience.

Anatomy of a Publishing Miracle

by Ronald R Johnson

In November 1929, just after the crash of the New York Stock Exchange, a gaudy-colored book with an enigmatic title was released to the world by a little-known publishing company in Chicago, far from all the action. It would take a year and a half for the industry to notice its appearance, but another year later they’d treat the book as a phenomenon. Noel Busch, in an article for Life Magazine, called Magnificent Obsession “a publishing miracle.”

There was little about the book that would attract readers. The publisher’s description on the cover was completely unhelpful. “A novel of strong color and varied interests,” they said, “dealing with strange, transforming life forces.” If books are truly judged by their covers, this one might have turned off a lot of people. What was the book about? And why should we care?

The inside flyleaf was more effective. It elaborated on the theme of mystery…

“Within the first third of the book,” it said, “you come to this…”

‘I wonder what was on that page.’

He laughed. ‘That was what Hudson wanted to know. Now it’s your question – and mine.’ He gripped her arm in strong fingers. ‘And – no matter how stiffly we revolt against this thing, we’re sure to be sneaking back to it.’

She nodded without looking up. ‘It’s likely to make us as nutty as he was!’

Bobby strolled to the window… ‘I can’t afford to dabble in such stuff! You can go into it if you want to. I’m out!’

Nancy’s voice was husky.

‘You’ll not be able to get away from it! You’re too far in! It’s got you! … A form of insanity, maybe; but you may as well come along – first as last!’

It reads like a detective novel. What have they gotten into? Sounds dangerous. And sexy. A man, a woman. He grips her arm. She has a husky voice. The whole thing has a seductive quality, drawing us in. What the woman says to the man is really meant for us: “It’s got you! You may as well come along…”

But first we have to become interested enough to pick up the ugly orange book and read the flyleaf. (Sorry. Maybe you like orange. Maybe it made people want to pick it up and read it. It certainly was “a book of strong color.” My own opinion, however, is that it would have appeared gaudy, especially since bookstores at first displayed it in their Religion section, where only ministers and very religious people tended to browse.)

The fact that the book became both a bestseller and a classic (and is still in print a century later) is indeed a “publishing miracle.” But thanks to Douglas’s scrapbooks and correspondence, we can analyze how it all unfolded. Over the next dozen posts, I’ll give a detailed explanation: the anatomy of a publishing miracle.

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