Publishing History – The Lloyd C Douglas Page

Publishing Miracle 14: Breakout

I’ve been telling you about the various factors that made the novel Magnificent Obsession a bestseller. Unlike most successful books, however, it took a year and a half for this one to make it to the top. On April 18, 1931, eighteen months after its release, Publishers’ Weekly ran a notice about it: “A book which was published in November, 1929, has for some time been appearing on the best seller lists of mid-western stores, and this month its percentage brought it up among the leading twenty-five books of fiction. This is MAGNIFICENT OBSESSION, by Lloyd C. Douglas.” It wasn’t in the Top Ten yet, but the quiet path it had taken earned it respect, even from New York critics.

The prestigious Saturday Review of Books called Magnificent Obsession “a readable and refreshing story, with an unusual message.” “The idea of achieving a magnificent personality is not new,” the reviewer said, “but Dr. Douglas’s method is quite different from that of the personality racketeers, and no commercialism soils it.”

Surprisingly, The New York Times had already reviewed the book soon after its release (1/12/1930). On the whole, it was a good review, correctly summarizing the book and saying, “For those with curiosity concerning obsessions, flavored with love and adventure, Mr. Douglas’s book will prove pleasant reading.” There is only one negative remark, and it is difficult to interpret: “Even for those who have a large appetite and enjoy a varied menu, Magnificent Obsession should prove an ample though rather indigestible repast. Besides romance and mystery, it concerns itself with medicine, chemistry, psychology, ethics, religion, alcoholism and altruism, and above all, with the ‘Major Personality.’ Incidentally, a formula for success and happiness is propounded.” (That word “indigestible” would seem to be a negative assessment of the book, perhaps meaning that Douglas tries to do too much; but everything else the writer says is positive.)

The Times mentioned the book again a few years later (1/17/1933), at the start of a story about 1932’s bestsellers: “The year’s marvel, the wholesalers say, was The Magnificent Obsession, which placed sixth on the fiction list after lesser sales during three years on the market.” (It had moved up from the Top 25 in April 1931 to the Top Ten overall by the end of 1932.)

Nothing works like success. Now everybody reviewed the book. That meant, of course, that some would attack it, especially in cities where it had done well. In Kansas City, for example, a frustrated reviewer lamented, “Almost everything is wrong with The Magnificent Obsession. It is poorly constructed, the characters are unreal, the dialogue is not natural, the style is bad, and the plot is unconvincing. It does not even tell a good story.” The headline of the review was, “Why Publishers Go Mad.”

Kansas City Journal Post, Sunday, April 19 (no year).

In Birmingham, Alabama, an entire page was devoted to the subject. A local minister defended the book, but two critics from the paper trashed it on literary grounds. One of the critics called it “the most vulgar book I have ever been forced to read.”

But others were pleasantly surprised by the book.

Emily Newell Blair, the book review editor at Good Housekeeping, wrote in December 1932 that, although many people had urged her to read it, she had avoided doing so because she thought it would be a boring religious tract. “What was my amazement to find it, first of all, a corking good story with something happening in every chapter to hold your interest, characters which were actually alive, and a real plot. It was, in fact, a really good novel, entirely apart from the theme which has made its appeal so wide…” That theme, in the hands of a less gifted writer, would have ruined the story, she said. “That it does not spoil this one is almost proof that the author has practiced what he preaches; namely, that man may enlarge his personality and do anything he wishes if only he will adopt the philosophy of life discovered by the doctor in the book.”

With these words, Blair went farther than any of the book’s other reviewers, even among Christian periodicals. Not only did she claim that the book had technical merit but she also proposed that its author was illuminated by the very power that the book talked about. Then she took the next step that this implied: she wondered “why the thousands who have already read this book are not already practicing it.” Although she was surprised to find it “a really good novel,” she understood the challenge implicit within it. “Indeed, if its message were believed and practiced generally, it would change the world.” Although she was an editor at a secular magazine, she well understood what Douglas had accomplished and she challenged her readers, wondering why more people were not trying the experiment. “Perhaps they are,” she added hopefully.

Over the past dozen posts I’ve described the path Magnificent Obsession took from relative obscurity to the Top Ten bestsellers nationwide. What I find most interesting about its slow ascent is that it illustrates what is now a publishing truism: advertising alone doesn’t sell books; word of mouth is much more effective. There are many different reasons that people become motivated to buy a book, but as is so often the case, Magnificent Obsession got people’s attention by the “buzz” generated through a number of channels: religious, social, and professional. But first, of course, there has to be something in it worth talking about. Magnificent Obsession had that in spades.

And it changed Douglas’s life. I’ll talk about that in my next few posts.

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.

Publishing Miracle 2: The Christian Century

by Ronald R Johnson

In a previous post I said that Lloyd Douglas must have felt he was going back to square one when he submitted his manuscript of Magnificent Obsession to Willett, Clark & Colby, a two-year-old company that was run by the same people who published The Christian Century. But it is safe to say that Douglas’s novel wouldn’t have been nearly as successful if it had been brought out by a name-brand publisher.

The Christian Century, having a vested interest in the success of Magnificent Obsession, advertised the book prominently and kept doing so – relentlessly – for the next few years. And since, as Douglas later said, they were taking the funds from one pocket of their trousers and putting it into the other, they could afford to do this. Douglas would later complain that Willett did very little publishing outside The Christian Century, but (as I’ll show in the next post) it was immensely beneficial to the book to receive such lavish attention from the Century.

Here is a full-page ad from the October 23, 1929, issue:

They didn’t include ads in every issue after that, but when they did, there were usually two of them: one from the publisher and another from “The Christian Century Book Service” (a book club tailored to the needs of clergy and lay leaders). Here’s the Book Service ad from November 13, 1929:

Ministers and laypeople who subscribed to The Christian Century were reminded again and again about Douglas’s novel over the many months that followed. And they kept it current, creating new ads whenever a prominent minister wrote something favorable about the book.

In the June 11, 1930, issue, under the headline, “LIFTED UP THEIR HEADS,” the publisher wrote, “In the rapid coming and going of many books, these books have lifted up their heads and will not be put down. The reading public discerns their value – and buys them.” Five books are listed, including Magnificent Obsession.

At this point, they were exaggerating. Willett, Clark & Colby was a very small fish in a big pond, and they had only been in business for a few years. Their claim to have published five books of importance was just hype. Even Magnificent Obsession wasn’t selling that well yet. Its first printing, in November 1929, was of 3,000 copies. Those sold quickly, so Willett ran a second printing of 3,000 that same month. But despite their claim in June 1930 that the book had “lifted up its head,” there were, at that point, only 6,000 copies in existence. It wasn’t until August that they ran a third printing of 3,000. After that, however, things took off. Their ads became increasingly newsy, announcing each new printing with mounting excitement:

Third printing, August, 1930
Fourth printing, October, 1930
Fifth printing, January, 1931
Sixth printing, March, 1931

Testimonials by respected ministers were printed. Reviews from increasingly important newspapers were excerpted. And now it was no longer just hype. In the April 29, 1931, issue of the Century, the publisher ran a full-page ad with the headline, “SUCCESSFUL!” Immediately under this, they printed the following quotation.

“A book which was published in November, 1929, has for some time been appearing on the best seller lists of mid-western stores, and this month its percentage brought it up among the leading twenty-five books of fiction. This is MAGNIFICENT OBSESSION, by Lloyd C. Douglas….”

from Publishers’ Weekly, April 18, 1931

“Publishers’ Weekly,” the ad explained, “is the recognized book trade journal. Its ‘best seller’ records are compiled from reports issued by bookstores all over the country.”

The ad continues:

“Hundreds of subscribers to THE CHRISTIAN CENTURY have already read this amazing story by the pastor of St. James United Church, Montreal, Canada. Ministers in all parts of this country have taken MAGNIFICENT OBSESSION into the pulpit and have broadcast its message to their congregations. It has become a best seller in many cities, and the demand for copies, after eighteen months, is increasing! (The average life of most books of fiction is but a few weeks.)”

This was all true. In terms of sales, most books do what they’re going to do within weeks of publication; or at any rate, publishers expect immediate results and do not give long-term support to most books. Magnificent Obsession surprised people in the industry by climbing up to the bestseller lists slowly, over the course of a year and a half. That was due, in large part, to the fact that the publisher kept hammering away at subscribers of The Christian Century, reminding them about the book. The ad concludes:

“The publishers believe that every subscriber to The Christian Century, layman as well as minister, would profit by the reading of MAGNIFICENT OBSESSION. Order a copy from your bookstore today…”

And, of course, as the novel climbed farther and farther up the NY bestseller lists, the ads in the Century kept announcing that fact, along with news of subsequent printings:

“Seventh printing, May, 1931
Eighth printing, July, 1931,
…and the current demand for copies is greater than ever before!” says one ad.

What’s ironic is that those “hundreds of subscribers” mentioned in the April 29, 1931, ad were the key to the book’s success. It all started with the advertising, but the “publishing miracle” was largely due to the response of Christian Century readers.

[To be continued…]