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Well, the first Penguins were a great success. Within twelve months Penguin had sold a staggering 3 million
paperback books.
Allen Lane claimed he was not surprised by the success.  There are many who despair at what they regard as
the low level of people s intelligence. We, however, believed in the existence in this country of a vast reading
public for intelligent books at a low price.
In 1937 Penguin Books moved to new offices and a warehouse at Harmondsworth, near what is now
Heathrow Airport . From this enormous warehouse, they could distribute books to railways stations and
shops around Britain .
As World War II drew closer Penguin published special books to inform and educate the public. Searchlight
on Spain and What Hitler wants achieved record-breaking sales. After the war started Aircraft Recognition
was a popular handbook for both the military and civilians. Through the war, despite shortages of paper,
Penguin continued to publish.
A Penguin could fit into a soldier s pocket or kitbag. It was especially prized in prison camps.
Martin Bell.
Penguin books made up for the shortage of entertainment during the war years.
In the years after the war had ended Penguin continued to publish controversial books. In 1960 Penguin
Books was charged under the Obscene Publications for publishing Lady Chatterley s Lover, a novel by D. H.
Lawrence. This novel contains detailed descriptions of sexual games between Lady Chatterley and her
gamekeeper Mellors. In the court, the prosecuting lawyer asked the jury  if this is a book you would let your
wife, your daughter or even your servants to read. The jury (who probably had no servants) clearly thought
the prosecution was out-of-date and decided in favour of Penguin Books. In six weeks, Penguin sold 2 million
copies of Lady Chatterley s Lover.
Penguin has continued to be one of the most successful publishers in Britain . As it celebrates its 70 th
birthday, tributes have come from many parts of the world.
 Penguin has done more for the education and cultural uplift of the country than all the
universities and their teachers combined. 
 Penguin paperbacks offer high culture at low cost.
 I went to a good school and two good universities, but I learnt more from Penguin than from any
teacher or lecturer.
Activities
" Read the text as quickly as you can and find the answers to these questions.
o How old is Penguin this year?
20
50
70
o Who did Allen Lane go to Exeter to see?
Agatha Christie
Joan Coles
George Orwell
o What did he want to buy at Exeter station?
Something to drink.
Something to eat.
Something to read.
o Who thought of using a penguin for the series?
Agatha Christie
Allen Lane
Allen Lane  s secretary
o How much were the first Penguin Books?
one sixteenth
six pence
8 shillings
o Did Allen Lane expect to make a fortune?
Yes
No
o Who said Penguin Books were  amazingly good value ?
George Bernard Shaw
Allen Lane
J. B. Priestly.
o How many books did they sell in the first year?
25
one million
three million
o Where is Harmondsworth?
in London
 near Exeter
near Heathrow
o Who was Lady Chatterley s lover?
Mellors, her gamekeeper
George Bernard Shaw
D. H Lawrence
" Now read the text again more carefully and answer these questions.
o How did most people who had little money manage to read good books in 1935?
o Why were Penguin books  a risky business ?
o Why do you think George Orwell said publishers should suppress Penguin Books?
o How did Allen Lane want to expand the market for books?
o Why did Allen Lane think he would succeed?
o Why did Penguin sell so many copies of Lady Chatterley s Lover?
" Discuss:
o One of the normal principles of business is that you should charge the highest price the
market will bear whilst giving you the turnover and profits you require. Did Penguin follow
this principle? If not, why was it successful?
o Some people say the book is dead. In future all text will be distributed on line digitally.
People will download and print their own books. Do you think this will happen?
o It was said that the technological invention which has changed the world in the invention of
the book  cheap, portable, easily accessible knowledge. Do you agree?
Company of the month: Supermarkets
Introduction
One of the secrets of a successful business is to understand your customers needs, personalities and purchasing habits. If [ Pobierz całość w formacie PDF ]