The Twentieth Century 553 advertising and especially by the sales methods of department stores, the springing up of a large number of publishing firms connected with the best-known universities, and the appearance of small firms that turn out books, usually reprints, that strive to reach perfection in every detail that is conducive to beauty in the finished book. But according to the president of The Macmillan Company the most inclusive new feature of the century seems to be the tendency of our larger publishers to widen the class of their publications so as to include school, technical, and medical books. For in such books and in mag- azines rather than in miscellaneous publications seem to lie at present the surest financial rewards of the publisher. New Literature {Southern Literary Messenger, April, 1854) i^i noting a marked emphasis upon it in the early fifties. [See, in this history, Book III, Chap, vii.]
