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Book Clubs and the Evaluation of Books
Joseph W. Kappel
The Public Opinion Quarterly
Vol. 12, No. 2 (Summer, 1948), pp. 243-252
Published by: Oxford University Press on behalf of the American Association for Public Opinion Research
Stable URL: http://www.jstor.org/stable/2745263
Page Count: 10
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Books represent a mass medium of communication which has received comparatively little attention from students of public opinion. In this article an attempt is made to evaluate some of the effects of the recent mushrooming of book clubs on the publishing of trade books as a whole, and to this end an experimental method of comparing the merit of various classes of books has been devised. The results of this comparison may surprise both friends and foes of the book clubs: in general, it is found that the clubs do not lower literary standards, and may raise them in some cases, although much depends upon the type of public which each book club is attempting to reach.
The Public Opinion Quarterly © 1948 American Association for Public Opinion Research