Lowbrow

Last month the Saturday Evening Post returned to reviewing books after a lapse of some 20 years, under the heading: "The Literary Lowbrow -- Who Reads for Amusement." Lowbrow was Donald Gordon, 30, a shrewd reviewer and sales analyst for American News Co.

Last week it was apparent how the Post had profited from its new feature. Publishers had never felt able to buy space in the magazine. Now Macmillan, Scribner, Houghton Mifflin and Little, Brown & Co. had been persuaded to pool resources, experiment with a one-column advt. every other week. Price: $1,800. Each publishing house will advertise one book in each insertion. First four books, already solid successes, to be advertised in the March 25 issue: The Bulpington of Blup (Macmillan), The Kennel Murder Case (Scribner), Mutiny on the Bounty (Little, Brown), Forgive Us Our Trespasses (Houghton Mifflin). Each title will have to sell 2,000 copies (profit: 25-c- per volume) to make the advertisement repay its publisher.

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