Sears, Roebuck’s Book Club

In Sears, Roebuck’s new fall & winter catalogue 250 items were dropped, many ads for accordions, antifreeze, alarm clocks, vacuum bottles, wheelbarrows, etc. were defaced with the legend: “Sorry, not available.” Sears was even fresh out of sheets and pillow cases.

To fill part of the great gap war has torn in their merchandising, Sears announced a new venture: its own monthly book club. Sears is out for 100,000 members who will agree to take at least four books a year—at $1.66 each, plus postage. The books are to be selected by a Gallup poll of the club’s own members—”a people’s book club organized to provide books selected by the people for the people.” The first pre-Gallup selection: Marcia Davenport’s best-selling novel Valley of Decision. First premium (for joining): Lloyd Douglas’ best-selling The Robe.