"About publicity…it should not be difficult – you may suppose – to achieve the simple feat of telling a few thousand intelligent people that Mr. A’s book has been published, is worth reading, and costs seven and six. But it is difficult…and becomes more difficult every year…According to the English Catalogue of books…in the year 1923 there were 7,992 new books published in England – something over 150 a week. That was bad enough. Ten years later, in 1933…the number had risen to 9,905 – or 190 a week…Of this total, by the way, fiction accounts for 1,950. Every week, therefore, on the average throughout last year, there were something like 40 new novels and 100 new books of more or less general interest competing for the attention of the public…
The most valuable publicity that a book can have is – talk; one reader’s enthusiastic recommendations are worth weveral inches of newspaper advertisement….Next to talk, in the publicity scale, probably ranks reviews. Here again, the publisher’s influence is small. he can sometimes draw the attention of a literary editor or a reviewer to a particular book; but that is about all that it is prudent for him to attempt…Theoretically, the publisher’s influence should be nil. Actually, it is not quite that. His reputation goes for something. If it is good, books bearing his imprint will stand a better chance of serious attention…
There remains, however, one form of publicity which the publisher can influence and which is of very real value – the distribution of his books in the bookshops…The wise publisher will take every opportunity of making friends with those who sell his books; not only because, if he as well as his travellers is known and liked and trusted by the trade, the trade will do its best to give his books a good showing; but alos because he can learn a great deal from the intelligent bookseller, who stands in a far closer relationship than himself to his ultimate customers…
All is, in fact, very far from being well with publishing…What is wrong with publishing is that there are too many publishers, and far too many books.
If every intelligent man and woman in this country could be made to realize that the responsibility for the future of English letters is ultimately his or hers, the whole outlook would be completely changed. It is the scantiness of intelligent, sympathetic, discriminating response on the part of the public which compels publishers to cheapen their ideals. If, instead of borrowing books you would buy them; if you would, especially, buy the books of unknown authors; if you would buy books speculatively – not for a possible first-edition value but on the chance of their containing something of value; if you would use your own judgment and discrimination, instead of going with the herd – why, then the face of publishing would be changed…the future of English literature depends on the private buyer of books. All that publishers can do in the long run is to give the private buyer the opportunity of exercising his judgment…Perhaps some energetic member of the Oxford University English Club will be moved to start an Anti-Best-Seller League. If so, I, for one, should be delighted to become a subscribing member."
Excerpts from "Are Publishers Any Use?" A paper read by Geoffrey Faber to the Oxford University English Club, February 15, 1934. Published in A Publisher Speaking (Faber & Faber, 1934).
Wikipedia reports that there were 206,000 new books published in the United Kingdom in 2005.