Godey's Lady's Book

GODEY'S LADY'S BOOK
Philadelphia, February 1850

LOUIS A. GODEY

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TWENTY years ago – can it be so long? – a magazine of elegant literature was cast, doubtingly, upon the uncertain stream of public favor – its name the " Lady's Book, " and Louis A. Gooey the publisher. It was a novel enterprise at the time, and few thought it would outlive the first year of its nativity. It soon became apparent, however, that its management was in the hands of one who knew the want of the time, and had the tact and taste required for its supply. Rut a little while elapsed ere the Lady's Book was to be found on the tables of most lovers of polite literature; and wherever it made its way, it. became n, favorite. This warm reception of the " Book', " so grateful to the publisher's feelings of pride; in the work he had originated, naturally filled him with the deesire for improvement, in order that it might be a still more welcome visitor to its many friends and admirers. With him, the wish was father to the thought, and thought but the ready prompter to action. Thus, from the beginning, improvement was a leading purpose in his mme, which was developed, year after year, in some newer and more attractive feature. How well do we remember when engravings on steel were first introduced, and the " plate number " appeared once in three months. That was an era in magazine literature! How prized and cherished was the number that came embellished with an engraving four inches long by three inches wide! and how grateful the pleased subscriber for such evidence on the part of the published of his determination to make the " Book " even more attractive and elegant than he had promised in the beginning.

Step by step this improvement went on; every year some " new feature " was introduced. Every year a longer stride toward excellence was taken; every year Mr. Godey and the " Lady's Book " became more and more identified. Every year, the publisher's affection for the work in which he was engaged increased; and the whole current of his feelings and thoughts ran steadier and stronger in this one direction. In the beginning, Mr. Godey was compelled to look abroad for the sources of literature with which to supply the pages of his magazine; and he drew from English periodicals and books the mental bouquets monthly spread before his readers. But he soon felt this to be a defect in his work. It was an American periodical, and he was ambitious to give it a distinctively American feature. He wished to see stamped upon it the freshness, vigor, and peculiar features of the American mind. To this end, he engaged a few native writers, and paid them for such articles as they prepared for him; and, as the circulation of his work increased through his untiring efforts to make it worthy of patronage, he called in still further literary aid, until, at length, every page of his magazine was filled with original matter from the pens of the most distinguished American authors, for all of which a liberal price was paid. Thus, he was not only the pioneer of magazine literature in the country, but the first to lead the way in a liberal compensation to American authors. When we say liberal, we mean what the word expresses. The prices paid by Mr. Godey have, been, in most instances, above that paid by magazine publishers in England.

Side by side with the literary improvement of the " Book, " advanced its artistic excellence. From a secondhand steel engraving, one in three months, plates engraved expressly for the work were given in every number. At this point in the history of the enterprise, competitors for public favor entered the field, and an effort was made to rival the " Book " in every department. This, however, proved to be no easy matter. Mr. Godey was not the man to let any competitor in his peculiar walk distance him. He had the means as well as the inclination to make his favorite " Book " equal if not superior to any other work of the kind that might be thrown upon the current. Soon, in the race that began, two elaborately finished steel plates were given in each monthly issue; then three plates, and at length four steel engravings, by artists of the first ability, besides a fashion plate, embellished every number of the " Book, " and this without the smallest advance in price! The public. looked on in wonder. They could not understand how it was possible for twenty-five cents to give so many costly engravings, besides sixty or seventy closely printed pages of original literary matter, all of which had been procured at a large outlay of money to authors. The secret lay in the immense circulation of the " Book, " tens of thousands of copies of which were distributed in all parts of the country. From each, there was a very small profit; but the aggregate made a handsome return to the liberal-minded publisher.

From the beginning, such a thing as retracing his steps has never been known in Mr. Godey's policy. In the contest which went on for some years with a rival publication, and which was an exceedingly close one, Mr. Godey seemed to many who were looking on to have gone to the utmost limit of excellence, and to have advanced expenditure to a point. beyond which to go would be ruin. Rut, to the wonder of all, with every new year there came a new feature of beauty, a more attractive novelty, a higher grade of excellcnce. The " Book, " perfect as it seemed the year before, took a further step towards perfection in the year that followed. During eighteen hundred and forty-nine, in the extent and variety of embellishment, and in the amount of highly instructive and entertaining literature, the " Book " has exceeded all other years; and now we are assured by the publisher that all this is to be surpassed in eighteen hundred and fifty. Were it not for the evidence furnished by the past, we would take all this as mere prospectus boasting; but what Mr. Godey has promised to do he has always done. If there has been any variation from the letter of the promise, it has been on the right side.

In writing thus of our publisher, on the occasion of his yielding to the numerous calls of his subscribers and presenting them with a highly finished portrait – which we must here say is a wonderfully Life-like picture of the man – we are giving nothing more than a plain statement of notorious facts. Mr. Godey is not only the pioneer of American periodical literature, but its present generous and enthusiastic patron. Since the tinge when he called to his aid, by the offer of a liberal compensation, the best American writers and artists, he has paid to them not less than two hundred thousand dollars.

As it should be, liberality like this has met its just reward. Mr. Godey has accumulated a handsome property, which he knows how to enjoy. But it is not with him as with too many – success has not made him indolent, nor inclined to delegate to others what can best be done by himself. He manages now, as years ago, personally, his whole establishment – conducting its extensive correspondonce, arranging with authors mid artists, and bringing constantly to the standard of his own taste and judgment everything pertaining to the magazine. As we have before intimated, his whole heart is in the " Book, " and herein lies the secret of its past success, as well as the certainty of its future advancement to a still higher standard of perfection than it has yet attained.

Of Mr. Godey, personally, we can speak from an intimate acquaintanceship of many years. We know him to be a high-minded, generous, liberal-hearted, sincere man; a fast friend, and a good citizen. His business or social intercourse with strangers or friends is marked by a uniform courteous and gentlemanly deportment. This is no assumed exterior. Those who know him best, know that it is but the expression of his real character. He could not act otherwise. The consequence is, Mr. Godey has a wide circle of warmly attached friends; and, as his own tastes are highly cultivated, and his mind shrewd, observant, and well stored, they belong to a refined and intellectual class. Few men are happier in their domestic relations than Mr. Godey. Those who meet him, therefore, in the home-circle, can most highly appreciate, because they can more fully understand his real character. We could say much more of the man; but, as we are speaking of him to the public in the pages of his beautiful Lady's Book, delicacy constrains us to withhold elaborate praise. May the time be long distant when he ceases to he a literary caterer. But come that time when it may, authors, artists, and the public will lose the service of a real friend.

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