Judge — May 5, 1923 — page 36: what you’re looking at

Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.

§s this offer too good to be true? Are we offering a value too great to be creditable? People “shy’ Do ’ at the thought of receiving too much for their money? £ recently mailed several thou: V V circulars to booklovers. We de. seribed and pictured these thirty volumes of the Little Leather Library honestly, sincerely, accurately. But we received relatively few orders Then we mailed several thousand addi- tional circulars to booklovers, this time en- mple cover of one of the volumes. Orders came in by the hundred! The reason, we believe, is that people cannot believe we can really offer so great a value unless they see a sample! closing ¢ most In this advertisement, naturally, it is im- possible for us to show you a sample volume. We must depend on your faith in the adver- tisements appearing in Judge; and we are hoping you will believe what we say, instead of thinking this offer is “too good to be true.” What this offer is Here, then, is our offer. The illustration above shows thirty of the world’s greatest masterpieces of literature. These include the finest works of such immortal authors as Shakespeare, Kipling, Stevenson, Emer- son, Poe, Coleridge, Burns, Omar Khay- yam, Macaulay, Lincoln, Washington, Oscar Wilde, Gilbert, Longfellow, Drummond, Conan Doyle, Edward Everett Hale, Thoreau, Tennyson, Browning and others. These are books wl no one confess he has not re which bear reading a score of times. es to books Each of these volumes is complete—this is not that abomination, a collection of ex- tracts; the 30 volumes, pocket size, contain PRESS OF WILLIAM GREEN, NEW TORK over 3,000 pages; the paper is a high-grade white wove antique, equal to that used in books selling at $1.50 to $2.00; the type is y to read; the binding, while leather, is a beautiful limp material, tinted in antique copper and green, and so handsomely embossed as to give it the ap- pearance of hand tooled leather; it is five times more durable than leather! What about the pric The price of this entire set of 30 volumes, exactly as described and illustrated, is $2.98 plus postage; please bear in mind that there are NO installment payments—no further payments of any kind! How can we do it? That is the question most often asked of us. Yet the answer is simple. These books are produced in editions of a million at a time! Quantity production —that is the secret Testing human nature These books are made by a body of spe- cially trained workmen. We cannot make a million volumes, discharge these workmen until the edition is sold, and then expect to get the same men again. This body of men must be kept together. The manufacture must be continuous—one edition following the other immediately It is worth our while, therefore, to gi our customers something valuable the will cooperate with us by sending in their orders at once. It is worth our while to make an attempt to overcome the bugaboo of procrastination, which haunts so many publishers That is the reason, the only reason we offer you, in addition to the regular set of “How in the world can they do it” 30 volumes, FOUR VOLUMES OF RUD- YARD KIPLING FR IN ACTLY THE S BINDING AS THE REST OF THE SET—if you will send in your order at once, instead of waiting. An experiment—not a precedent One word more. This offer, as you can gather, is simply an experiment. It must not be taken as a precedent. We do not know whether it will work. We do not know whether ANYTHING can_ keep people from procrastinating, for it is cer- tainly a deep-seated human trait rase, we hope it will keep YOU astinating. If you nt thi of books—if you feel that eventually y will buy them—we urge you to do it NOW, instead of LATER, so that you can obtain not only the thirty volumes, but the four equally splendid volumes of Kipling. Do not send money. Simply mail the coupon below or a letter. Little Leather Library Corporation Dept. 495, 354 Fourth Ave., New York City LITTLE LEATHER LIBRARY CORPORATION Dept. 495, 354 Fo Please send Luxe Editio ibs volutnes 0 Iwill pay the postman 82.08 it ia understood, how- jittle Kipling free ful pair of Abraham Lincoln | petal to fit. thin set Regular $1.50 value, our price only We. Name Address Outside U. S. price $3.50,