Publishing Research Quarterly

, Volume 11, Issue 2, pp 52–61 | Cite as

McBook: The Reader's Digest condensed books franchise

  • Evert VolkerszEmail author
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DeWitt and Lila Acheson Wallace began publishing theReader's Digest magazine in 1921. In the spring of 1950 their Reader's Digest Association launched the Reader's Digest Condensed Books direct-mail subscription series. More than 213 volumes have been published, as well as many other series and sets of condensed books. The Condensed Books series holds a unique and ubiquitous book publishing franchise that has vanquished all competitors. Like many other franchises, the Condensed Books are sold directly to the consumer, have a consistent and standardized format and quality, are mass-marketed, heavily promoted, and a popular product.


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Copyright information

© Springer 1995

Authors and Affiliations

  1. 1.the State University of New York at Stony BrookStony Brook

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