Oldtimers' Merger

Unlike magazines, whose life expectancy is less than 50 years, book publishing houses live indefinitely. D. Appleton & Co. sold its first volumes to people in the generation of the War of 1812. Century Co. has lasted since 1870. Last week the two announced that they had decided to go on down the years together.

Board chairman of the merged D. Appleton-Century Co. will be John Wolfe Hiltman, Appleton's president since 1919. President will be William Morgan Shuster, Century's president since 1915.

Appleton's perennial seller is Alice's Adventures in Wonderland. Century still makes money from material it copyrighted when it was issuing St. Nicholas Magazine. When consolidation details are worked out, Century will move into the Appleton offices in Manhattan.

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