Abstract
Abstract This chapter discusses the business organization strategies of religious publishers. Although the American Bible Society, American Tract Society, and American Sunday School Union had developed the technological capacity for universal mass media by 1830, they lacked the organizational ability to distribute these books to all the people who needed them. Focusing on the work of the American Bible Society and American Tract Society in the 1830s and 1840s, it is shown how the religious publishers created new structures and strategies of business organization to do, through the invisible hand of administration, what invisible hand of the market could not do.
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