
In 1934 when a young Allen Lane was working for his cousins publishing company The Bodley Head, he attended a conference on ‘The New Reading Public’. After a weekend in Devon with his friend Agatha Christie he was at Exeter St. David’s station waiting for a train to Paddington when he realised that the only books on sale were ‘shabby reprints of shoddy novels’. What was needed for the ‘new reading public’ were good quality paperbacks, in a size that could fit into your pocket and at a price everyone could afford.
He took the idea back to the office and ideas were rattled out around the table. He wanted to sell a brand, publishing in batches of 10 books, each with a recognisable cover and with a name that was easy to say and remember. To sell them where people gathered and for sixpence, the price of a packet of 10 cigarettes. Allen’s secretary, Joan Coles suggested a penguin and Edward Young, a junior in the editorial department designed the logo. After much wrangling Lane was able to buy the rights for paperback editions of his first 10 books and by using the offices and imprint of The Bodley Head, in 1935 the first batch of 10 Penguins was published.
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