Large publishing groups like HarperCollins, Penguin Random House or Hachette today use lots of different imprints for the books they publish. I’m not very sure why, because most readers would have little idea of the publisher’s name even after reading a book, never mind before buying it.
It wasn’t always so. Paperback series used to cultivate brand loyalty and the brand was very clearly signalled on the covers. If you bought a Penguin Book in the 1930s, 1940s or even later, you certainly knew it was a Penguin, both before you bought it and after you had read it. And given Penguin’s success, almost all other paperback publishers adopted clear and prominent brand identities as well. Which left Hutchinson, the HarperCollins of its day, with a problem. The Hutchinson Group contained a long list of publishing companies and it’s not clear to me how much cooperation there was between them. So they ended up with not one paperback series competing with Penguin, but several.
The Hutchinson Pocket Library was perhaps their flagship series in response to Penguin, but from different parts of the group also came Jarrolds Jackdaw books, Toucan books, John Long Four Square Thrillers and the Hutchinson Popular Pocket Library.
For several years in the late 1930s, the Leisure Library Company, another part of Hutchinson, resisted the trend to Penguinisation. They continued to publish paperbacks that were a throwback to pre-Penguin days – larger format, brightly illustrated covers, and selling for just 3d or 4d, substantially undercutting Penguin on price, but unashamedly down-market. Although Penguin mythology lauds the company for selling books at the low price of 6d, in reality Penguins were more at the top end of the paperback price range and only just below the 7d price of cheap hardbacks at the time.
Typical Leisure Library paperbacks from the late 1930s
But in 1940 the Leisure Library capitulated and joined the rush to establish Penguin-style paperback series, adding another to Hutchinson’s long list. Although in this case, it might be more accurate to describe them as Collins White Circle style.
Westerns from the Leisure Library and from Collins White Circle
Like Collins, the Leisure Library started separate sub-series for crime, westerns and romantic novels. Each sub-series had its own colour, with both companies using green for crime and yellow for westerns, and each added a stylised picture as part of the cover design.
Crime Novels from the Leisure Library and from Collins White Circle
To some extent also like Collins, the connection between the sub-series was not particularly emphasised, and the books were primarily branded as coming from ‘The Wild West Library’, ‘Crime Novel Library’ or ‘Romantic Novel Library’. The crime and romance novels are still shown as published by the Leisure Library Co. on the title page and the spine, but the westerns refer only to the Wild West Library. The westerns are though clearly linked to the crime novels by the square white title panel with perforated edges. These two series could almost have been called the Hutchinson White Square books, but oddly the Romance sub-series went for a white circle instead, making it easily confused with the Collins series.
The series was not very long-lived, although that was probably as much to do with the effect of the war on publishing, as with the commercial success or failure of the books. They were all published in 1940, in a relatively short period between about May and July, and few paperback series were able to maintain much of a publishing programme after that until the end of the war. There were a total of 32 books – fourteen crime, twelve westerns and six romances. I don’t think any of them have achieved much of a mark on literary history, even amongst fans of the relevant genres, but they added another layer to the story of the paperback revolution unleashed by Penguin.
Posted on November 20, 2018, in Vintage Paperbacks and tagged Collins White Circle, Crime fiction, Crime Novel Library, Hutchinson, Hutchinson's Pocket Library, Leisure Library, Penguin, Publishing, Romantic Fiction, Westerns. Bookmark the permalink. Leave a comment.