27 August 2012

Advertising Norman Levine

Jack McClelland never tried to hide his dislike for Norman Levine's Canada Made Me; that his house acted as Canadian distributor was the result of an early promise made to its UK publisher. McClelland & Stewart took 500 copies, shipped 300, sent a further thirty or so out as review copies and sat back. There were no ads.

The above, put together by my daughter Astrid for the current issue of Canadian Notes & Queries, was inspired by a 12 December 1958 letter Levine sent Jack McClelland:

Writes Levine: "Do you mind me suggesting the kind of ad I'd like to see appear in those Canadian papers."

No question mark.

I think he knew the answer.

Astrid followed Levine's text and rough layout, all the while considering these McClelland & Stewart ads from 1958... four decades before she was born.

The Gazette, 1 November 1958
The Gazette, 15 November 1958
The Gazette, 13 December 1958

More in the new issue of Canadian Notes & Queries.

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