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Knopf with his typographic ideas that changed the appearance
of books in America--this one man--and Liveright, who went in
for this flamboyant advertising and began adopting Hollywood-
type ads for the book business, and of course the other
publishers hated him.
Publishing really changed because of him.
Oh, suddenly their beautiful, staid, comfortable business
was upset by a lot of fresh newcomers with a lot of new
ideas and sweeping breezes through these dusty corridors and
upsetting everything, and it drove them crazy. They hated
Liveright. He was always extremely unpopular with old publishers,
because he broke every known rule in the publishing
business and got away with it. And for a while his business
was a roaring success. What ruined it was the money he squandered
He didn't have a financial sense.
And that is necessary in publishing.
When his staff saw what was going on they joined in
the fun. When other editors had unlimited expense accounts,
the only way you could keep up was to begin spending money
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