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accepted accounts advance advertising Allen allocation American publisher attractions binding blad book buyer book jacket Book printing book published bookseller building cards cloth-bound book colour commissioned complete copy cost of production cost per copy creative Director disappoint discarded discount editions ensure essential exercise expect expenditure expenses final firm firm's publications ideas imagination initial instructions keep knew least letter LIBRARY list of contents LONDON Manufacturing costs MANUSCRIPT TO BOOKSHOP NATIONAL BOOK LEAGUE nearly necessitate newspaper number of copies one's paper period Philip Unwin pocket possible prepared printer Production Department profit promising proofs published price publisher's receipts PUBLISHING FROM MANUSCRIPT publishing house reader reading ready receive rotary royalty seldom realised selected selling campaign skilled slower specialised spine spinning straightaway style successful summarised sumptuous jacket to-day total cost travellers typesetting undue weeks wise worth