Lists of bestsellers, such as those printed in the New York Times or USA Today, are compiled from periodic reports submitted by certain designated bookstores around the country. These reports may not always be accurate, but they give at least a general idea of the top books that are selling at each of those stores.
After the publication of Magnificent Obsession in 1929, its publisher, Willett, Clark & Colby, had access to sales information for that book and shared it with the novel’s author, Lloyd Douglas. It’s not clear how much time Douglas spent looking at these stats for his earlier non-fiction books, but he became an expert on the subject from Magnificent Obsession onward, keeping track of where his books sold and correlating it with other facts, such as advertising campaigns or his own personal appearances. For this reason, some remarks he made in 1935 are especially helpful in tracing sales of Magnificent Obsession.
This is jumping ahead in the story, but in January 1935 he wrote a letter to his agent/editor Rich Kent, advising him on where to spend advertising dollars for his newest novel, Green Light. “I believe a little ad in a Kansas City paper – The Star, maybe – would do some good. That’s the plexus which drove Magnificent Obsession. Kansas City. They took it up first. They put me on the map…. Kansas City is really the center of the largest sales we had of that book” (LCD to Ira Rich Kent, 1/28/1935).
It would be fascinating to probe deeper and find out why that city was the one where his book sold best. Viewed superficially, it was a mob town, ruled by Tom Pendergast; but as David McCullough notes in Truman (New York: Touchstone/Simon & Schuster, 1992/93), pp. 196-198), despite the Great Depression, life in Kansas City “had never been better” than in the early 1930s (the very time in which Kansas City’s residents were buying Magnificent Obsession). “Compared to other cities,” writes McCullough, “the Kansas City outlook was confident and expansive. There were jobs, and local government – the organization – was providing most of them” (196). It was, in other words, a complex social situation that defies easy analysis, but there were people in that place who actually governed well (including a young judge named Harry Truman), and the overall mood seems to have been upbeat.
It is surely significant, also, that Kansas City was the headquarters of Unity, Inc. Douglas was surprised by the enthusiastic response his novel received from that spiritual organization. He joked to a friend, “Oddly enough, several metaphysical cults have reviewed the book at considerable length and have adopted me into their respective households of faith. Whether, at the present writing, I am in better standing as a Christian Scientist, a member of ‘Unity, Incorporated,’ or as a preacher in the rather conventional ‘United Church of Canada,’ is not quite clear” (LCD to Jewell Stevens, 10/6/1930).
In Douglas’s scrapbook is the July 1930 issue of a Unity publication called Scientific Christian Training. The first 18 pages of that issue are devoted to a retelling of key parts of Douglas’s story. Richard Lynch, the editor, writes, “Here, in brief, is an interpretation of a section of the Sermon on the Mount and of its instructions as to how to draw on the universal Supply that I have never come across before. It is but a reinforcement of all the teachings of Unity” (p. 17).
Douglas shouldn’t have been surprised. In its vocabulary and teachings, Magnificent Obsession seems to agree with the basic principles of Unity as laid out in James Dillet Freeman’s book, The Story of Unity (Lee’s Summit, MO: Unity School of Christianity, 1965). What Douglas offered as a metaphor (God as a form of energy, for example, or Christianity as a kind of science), the Unity organization had been saying very seriously since the late 1800s. To the extent that Kansas City “put [Douglas] on the map,” it may have been because his book was embraced by leaders within the Unity organization.
But Kansas City wasn’t the only metropolitan area that bought the book in large numbers. In his letter to his agent/editor, Douglas also mentions “Buffalo, Chicago…. Nashville. Dallas. Atlanta. Magnificent Obsession and Forgive Us [his second novel] have been rated as bestsellers in Atlanta, GA, for years and years!”
Atlanta was another interesting case. I assume he meant “white” Atlanta, because the city and the state were heavily segregated, and there was little in Magnificent Obsession that would have appealed to the day-to-day lives of people of color. But, as in Kansas City, the white people of Atlanta were optimistic in the years leading up to Magnificent Obsession’s publication and were working to bring their city up to date. They considered themselves part of the New South, and they did what they could to attract business and encourage the arts. (See Darlene R. Roth and Andy Ambrose, Metropolitan Frontiers: A Short History of Atlanta (Marietta, GA: Longstreet Press, 1996), chapter three.) Where Atlanta differed from Kansas City was in its response to the Stock Market Crash in 1929: Kansas City was still doing well in the early 1930s, but Atlanta was hurting.
In many respects, Atlanta seems to have been like Akron during the years that Douglas was there: growing fast, trying to become urbane, but also dealing with significant economic decline. Under those conditions, Akron had drawn inspiration from Douglas’s ideas. Perhaps Atlanta liked him for many of the same reasons.
I haven’t even begun to probe this subject (why particular cities responded more enthusiastically than others to Douglas’s novel), and I’m not sure that I can. Douglas didn’t have enough information himself to draw inferences about that. All he knew was that Magnificent Obsession sold well in certain metropolitan areas. He didn’t know why.
Here’s a commonsense suggestion. It’s probably safe to say that word-of-mouth advertising, in 1929, 1930, and 1931, was most effective at the local level. If a person bought the book because they heard about it from a friend, that friend was probably someone they interacted with face-to-face. Long-distance telephone service wasn’t a part of people’s daily life yet. Letter writing was, and that may have played a role, but, of course, none of the technologies that are so much a part of our lives today (telephone, internet, social media) were available then. So it may be safe to say that good sales in one city and poor sales in another may have had a lot to do with word-of-mouth advertising (or the lack thereof) in each of those cities.
And while we’re on the subject of conversation, the novel itself had certain features that lent itself to discussion around the watercooler and elsewhere. I’ll talk about that in my next post.
The Lloyd C Douglas Page 