McBook: The Reader's Digest condensed books franchise

Abstract

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.