The Paperback Revolution in Cultural and Intellectual History
by Prof. Peter Mandler (Gonville and Caius, Cambridge) My Past & Present article ‘Good Reading for the Million’ began with Margaret Mead. While writing a book about her attempts to bring anthropology to bear on international relations in the Second World War and the Cold War, I was curious to find out more about her impact on public opinion through the direct influence of her books. I had had a longstanding interest in the growth of the audience for serious non-fiction books, including academic books; I’d written a column on the subject for a Christmas round-up in The Times newspaper in 1993, a short book of my own on the market for history books, and an essay for History Today in 2009 for which I interviewed the pioneers of popular series like the Fontana Modern Masters, Oxford’s Past Masters and the more recent Very Short Introductions. But I was still taken aback by the scale of Mead’s audience when her books went into paperback – I estimated that she had sold a million paperbacks by 1960. I knew that Mead was an unusual academic who angled her books (from the very beginning, with Coming of Age in Samoa in 1928) […]