CHARLES DICKENS … The Crafty Entrepreneur
Most of us know that Charles Dickens was a genius and one of the most quoted writers to ever put pen to paper. But, how many of us know that he was the consummate businessman? He actually sold three copies of the same novel “The Posthumous Papers of the Pickwick Club” to most of his same customers and here’s how he managed that:
In 1836 Dickens was approached by a publisher, Chapman & Hall, with the proposal that he write captions for a series of pictures by the popular artist Robert Seymour. These were cartoon-type characters. The wily Dickens, who was unknown at the time, argued that the stories should be the main focus and that he would write a novel to complement the pictures and had a scheme that would guarantee it’s success. The publishers were naturally dubious but they listened to his idea.
He proposed that they publish his novel in monthly installments, a brand new concept. Each chapter would end on a note guaranteed to make the reader anxious to buy the next copy. This worked very well. The reader didn’t mind paying a small monthly stipend and, since the novel spread out over two years, they didn’t realize that they were paying top dollar for the book.
Shortly into the project the artist Robert Seymour, who was a depressive and a heavy drinker, committed suicide. Hablot Knight Browne, nicknamed “Phiz”, was hired and he went on to illustrate Dickens’ works for the next 23 years.
The novel is a collection of the adventures of Samuel Pickwick and his friends and it proved to be a huge success. By the end of the serialization 40,000 copies were being printed. “The Pickwick Papers” had taken the world by storm and launched Dickens to celebrity status. Now all of Dickens’ readers yearned for a more substantial copy of the book. They only had the flimsy magazine pages and a leather-bound version was printed to satisfy this demand. Thus the same reader bought the same book twice.
Now is where Dickens became especially crafty. He organized a group of workers who scoured England buying up the old magazine copies for a mere pittance. Most people were happy to get rid of them and had no idea that the pages would be placed in a fancy tie-back folder and resold as, “The Original Collector’s Edition of The Pickwick Papers”.
This became a coveted item and most of the people who had bought the serialized version month after month now paid a premium price to put the “Collector’s Edition” on their bookshelf or in their safe. They felt, rightly so, that these original flimsy pages would be worth a good deal in the future.
So that’s how Charles Dickens managed to sell three copies of the same book to the same customer. Sounds like a great story line to me...something Dickensian about it !