All authors face the issue how to go about getting their work published. This was especially a problem in late nineteenth century Australia where there were few local publishers, and most manuscripts were handled by local agents of London publishing firms. Most authors of cookery books were unlikely to employ an agent to act on their behalf and therefore had to be able to negotiate terms with publishers and printers.
There were several ways in which writers of recipes might arrange to have their work published. Occasionally, a writer could sell their manuscript to a publisher for a lump sum, in which case the publisher would reap all and any of the profits. This might be the case if the publication was commissioned by the publisher. For example, Harriet Wicken’s The Cook’s Compass, a cookery guide published by J. G. Hank’s and Co., retail and family grocers of George Street, and Fish Dainties, written at the request of the Mutual Provedoring Company of Melbourne, were both distributed by the publishers directly to their customers. Similarly, Dainty Foods, published in 1911 by the Progressive Thinker’s Library was probably written on request. There is no record of what remuneration Wicken received for her efforts in either case, or whether she had any share of the profits associated with any sales.
More commonly a writer who wanted to see their name in print would choose to ‘self-publish’. That is, they would approach a printer or publisher and agree to meet all the costs of production, and pay the publisher a commission on sales, in return for the costs of warehousing and distribution, or come to some profit-sharing arrangement whereby the costs of production are taken out of the sales revenue and any profits divided in agreed proportions. The author relied on the printer to distribute and promote the book on her behalf. Books published in this way tended to have a high trade price and were likely inadequately advertised.[1] Print runs for books which were financed by their authors also tended to be small and distribution limited.[2]
A more financially rewarding avenue to publication was to agree a royalty, whereby the publisher bore the costs of production and the author received a certain percentage of the published price on all sales. In this instance there was an onus on the publisher to market the product to ensure the best sales volume possible and so maximise his return. In the case of cookery books, it seems that having already established a reputation as a reliable author was the first step in securing a greater financial reward.
In 1896 Angus and Robertson published Wicken’s Lenten Dishes on commission and George Robertson personally approached her with an offer to take over publishing the Kingswood.[3] At this stage Angus and Robertson had only 25 or so titles to their name, most of which were either theological, medical or scientific works but they were branching out with active and professional marketing of their publications to the trade and a greater concentration on Australian literary works, such as the poetry of Banjo Patterson (The Man from Snowy River was published in October 1895) and Henry Lawson.[4] Robertson was already on the lookout for a title which would generate substantial on-going sales to provide the income which would allow the company to take risks on works by unknown Australian writers and poets.
Robertson was obviously impressed with the success of Wicken’s Kingswood to date, preferring to proceed with an established publication rather than running the risk of commissioning a new one. He was also confident of its potential if properly advertised, ‘pushed’ and distributed by them.[5] While it is not clear how many, if any, other authors had been approached for the rights to their cookbooks, Angus and Robertson appear to have had considerable faith in the Kingswood.
In a letter to Wicken dated 23 March 1896 Robertson proposed that the new edition would add 50 pages and be printed on much thicker paper than that used previously, ensuring a more ‘handsome’ result, worthy of the 3s 6d. selling price. Consideration was also given to including four colour plates of Australian subjects which ‘would help the work very much’ although the cost would reduce the profits ‘considerably’. Nonetheless Robertson expected the book to sell much quicker that the last edition ‘especially if we give it every attention’.[6]
When Angus and Robertson took up the Kingswood, Fred Shenstone, head of the publishing department, claimed 6000 copies had been sold, that is 6000 copies had been sold in the 10 years since the first Australian edition in 1888, which he considered ‘proof of the popularity of the book’ given that Wicken had handled the publication to date.[7] While clearly Angus and Robertson thought this a satisfactory sales record the Kingswood was no means the highest selling book on the market. Miss Pearson’s Cookery Recipes for the People for example claimed to have run to 13,000 in only six years.[8]
Before going to press Wicken was sent the Kingswood manuscript for revision. Angus and Robertson also sent along a copy of the ‘Presbyterian Cook Book’–presumably The Women’s Missionary Association cookery book of good and tried receipts which was in its fourth edition–with the comment that this book had sold 4000 copies in little over a year. [9] It was also suggested that ‘if there is anything in it you haven’t got in the Kingswood you might incorporate it’, given that ‘[t]he recipes in the Presbyterian have all been taken from other books no doubt re-arranged or re-worded to look new–this can be done again’. [10] It was also suggested that reviewing the manuscript would give her the opportunity ‘of fitting in the Queensland matter’, Wicken was at that time teaching with Amy Schauer in Queensland, and ‘bringing the contents quite up to date’. Wicken did take the opportunity to include recipes for more interesting vegetables and for various tropical fruit but what she thought of the idea of plagiarising recipes from other sources is not recorded. As with most cookery books, then as now, how many of her recipes were truly original is questionable.[11]
Robertson offered Wicken the opportunity to publish on commission but recommended a royalty payment as ‘simpler and more satisfactory in every way’.[12] Wicken accepted Robertson’s recommendation presumably based on her own strong belief in the value of her book and knowledge gained from past experience which led her to believe that this arrangement was likely to provided her with the best financial result.[13]
The fourth edition of 3000 was finally available to the trade in April 1898. Robertson fervently believed that review copies were the cheapest and most effective form of advertising, a belief which would become a hallmark of the company’s promotion of its wares.[14] In all some 260 complimentary copies were sent out.[15] Review copies of the Kingswood were widely distributed suggesting it was thought to have broad appeal. In Victoria for example copies were sent to six metropolitan newspapers including the Argus, Age and Leader, and a further twenty-three to regional publications.[16] In addition Angus and Robertson offered incentives to large retailers to place large orders. E. W. Cole, of Coles Book Arcade, was offered his own imprint and a four-month delay for payment in return for an order of 500 copies.[17]
This aggressive promotion was successful initially. Wicken received a royalty payment for the 1189 copies sold to date at the beginning of August 1898.[18] However later that month Shenstone wrote warning her that, while sales so far were very satisfactory, they were likely to slow down after this first rush and it would be ‘desirable’ if she ‘should continue to push it as you used to do’ and do whatever she could ‘to make the book go.’[19]
In August of 1899 Shenstone advised Wicken that the publisher was not satisfied with the way the Kingswood was selling and intended to lower the price to quit stock. At the same time, he offered to pay Harriet £20 per annum in exchange for the book’s rights.[20] In the end Wicken agreed to £25 per annum with Angus and Robertson having the right to renew the arrangement or end it after 5 years. This revised payment method came into force in January 1900, although Wicken continued to receive a reduced royalty (on the remaining stock of the 4th edition). In terms of book numbers, this new deal equated to the sale of 1500 copies a year, or 7250 books over the life of the agreement, at the original royalty of 4d per copy, which again suggests that Angus and Robertson was optimistic about the book’s future. On the other hand, the agreement obviously suited Wicken. If sales continued to decline, she was in a better financial position with a guaranteed income than relying on the royalty payment. In the meantime, Lenten Dishes was not selling well, and Angus and Robertson rejected Wicken’s manuscript for ‘Breakfast and Tea Dishes’.[21]
The 5th edition of the Kingswood, claiming to complete the 19th thousand, was published in 1900. Thanks to new printing and binding technology, introduced by the printers W. C. Penfold & Co, this version was printed, folded, sewn and bound mechanically, resulting in a ‘cheap but not nasty’ book in two editions, cloth bound retailing at 1s 6d, and paper bound at 1s. [22] This print run of another 10,000 copies confirms Angus and Robertson’s confidence that sales at the new lower price would be substantial. Although sales were initially promising Angus and Robertson admitted it would take a long time for the present edition to be successful even at this reduced price.[23]
As early as August 1903 the publisher approached Wicken to cancel their agreement, but she declined.[24] By now Angus and Robertson was publishing The Women’s Missionary Association cookery book of good and tried receipts. Although no record of the arrangement the publishers had with the church has come to light, this was an on-going arrangement which involved printing tens of thousands of copies at a time and was no doubt financially rewarding.[25] The annual payment to Wicken continued until December 1904 but, Angus and Robertson, having decided not to reprint the Kingswood, did not renew the agreement, finally selling the stereos and moulds to Whitcombe and Tombs who were then free to make whatever terms they could with Wicken.[26]
The final publication of the Kingswood, the sixth edition produced by Whitcombe and Tombs in 1905, claimed to have ‘completed the 30th thousand’ implying that Whitcombe and Tombs printed another 11,000 copies. There is no record of what financial arrangement Wicken had with them nor any record of sales figures, but it is likely that theKingswood had had its day. There was now significantly more competition in the market especially from compiled books of recipes by local cooks such as The Presbyterian Women’s Cookery Book, Home Cookery for Australia (produced by the Presbyterian Women’s Missionary Union of Victoria) and Jean Routledge’s The Goulburn Cookery Book, and Wicken was no longer promoting herself and her publications with regular lectures and demonstrations. Copies of the Kingswood were still available at McWhirter’s department store in Brisbane, for a ‘super bargain price’, in 1924.[27]
Although Wicken’s side of the correspondence relating to her dealings with Angus and Robertson is not available, it is clear she was both astute and determined. She obviously appreciated the value of retaining the copyright to her work, was well aware of her own worth, and was not afraid to negotiate terms to her advantage and to hold the publisher to the conditions of their agreement. Jennifer Alison concludes that in the early days the publishers would have had a reasonable return from the Kingswood but ‘Wicken probably did as well as, if not better, than Angus and Robertson with her royalty payments.’ [28] Over the course of her publishing career Mrs Wicken dealt with several publishers and printers. Details of these arrangements are lost but no doubt she was equally formidable in all her deliberations.
[1] MLMSS 3269 Angus and Robertson Archives, Collection 03 Angus and Robertson further records 1880–1979, series 01 Business records 1885–1973, sub-series 01 Angus and Robertson Business records 1885–1973, Box 72/2 Trade Letter Book No. 1 1897–1900, p. 114, Shenstone to Walch and Sons, 11 May 1898; p. 126, Shenstone to Whitcombe and Tombs, New Zealand, 12 May 1898: ‘The book [ie. the Kingswood] has previously been printed and controlled by its author with the usual results–a high trade price and inadequate advertising.’ Without evidence to the contrary The Australian Home, Useful Recipes and the second and third editions of the Kingswood were probably published in this way.
[2] Jennifer Alison, Doing Something for Australia: George Robertson and the Early Years of Angus and Robertson, Publishers: 1888–1900 (Melbourne: Bibliographical Society of Australia and New Zealand, 2009), p. 38. My foray into the Angus and Robertson archives would not have been possible without the meticulous research undertaken by Jennifer Alison. For a summary of Wicken’s dealing with Angus and Robertson see Alison, Doing Something, p. 140. Also note that since the publication of this book the catalogue listings for the Angus and Robertson Archive at the State Library of NSW has changed meaning that whilst I have consulted the same material at Jennifer Alison the referencing is not the same.
[3] MLMSS 3269, Box 71/4, Author’s Letter Book, 1895–1897, pp. 167–8, George Robertson to Harriet Wicken, 30 March 1896. Robertson’s letter is reproduced in Alison, Doing Something, p. 296.
[4] See Jennifer Alison, ‘Unsolicited manuscripts received by Angus and Robertson, 1896–1914’, Bibliographic Society of Australia and New Zealand Bulletin, vol. 20, no. 1, 1996, pp. 45–60.
[5] MLMSS 3269, Box 72/2, Trade Letter Book No. 1, 1897–1908, p. 114, Fred Shenstone to Walch & Sons, Hobart, 11 May 1898. ‘Kingswood has up till now been entirely in the hands of the author and the fact that 6000 copies have been sold in this way if proof of the popularity of the book.’
[6] MLMSS 3269, Box 71/4, Author’s Letter Book, 1895–1897, p. 154, George Robertson to Harriet Wicken, 23 March 1896. In the event the colour plates were not included, see MLMSS 3269, 72/1, Author’s letter Book 1896–1897, p. 395, Wicken to Angus and Robertson, 15 April 1898.
[7] MLMSS 3269, Box 72/2, Trade Letter Book No. 1, 1897–1908, p. 114, Fred Shenstone to Walch & Sons, Hobart, 11 May 1898.
[8] M. J. Pearson, Cookery Recipes for the People 3rd ed (Melbourne: H. Hearne & Co., 1894). First printed in 1888.
[9] M MacInnes (ed), Women’s Missionary Association Cookery book of good and tried receipts 4th edition (Sydney: S.T. Leigh,1897).
[10] MLMSS Box 71/4, Author’s Letter Book, 1895–1897, p. 494, Shenstone to Wicken, 12 March 1897.
[11] In 1899 Angus and Robertson provided Wicken with a copy of Mrs Maclurcan’s book, indicating that she took the trouble to keep up to date with the competition. MLMSS 3269, Box 73/1, Publishing Private Letter Book, 1898–1901, p. 327, Shenstone to Wicken, 9 May 1899.
[12] MLMSS 3269, Box 71/4, Author’s Letter Book, 1895–1897, pp. 167–8, Robertson to Wicken, 30 March 1896.
[13] Alison, Doing Something, p. 113.
[14] MLMSS 3269, Box 71/4, Author’s Letter Book, 1895–1897, p. 171, George Robertson to Harriet Wicken, 8 April 1896. For Robertson’s faith in review copies see Alison, Doing Something, pp. 69–73 and Cathy Peters, The shelf life of Zora Cross, (Melbourne: Monash University Publishing, 2020), pp. 81–2.
[15] Alison, Doing Something, pp. 71, 73, 211 review copies and 59 complimentary copies were sent out. See also MLMSS Box 73/1, Publishing Private Letter Book, 1898–1901, p. 2, Statement dated 4 August 1898.
[16] MLMSS 3269, Box 72/1, Author’s Letter Book, 1896–1898, p. 370, Letter from Angus and Robertson to E. W. Cole, 6 April 1898.
[17] MLMSS 3269, Box 72/1, Author’s Letter Book, 1896–1898, p. 370, Letter from Angus and Robertson to E. W. Cole, 6 April 1898.
[18] MLMSS 3269, Box 73/1, Publishing Private Letter Book, 1898–1901, p. 2, Statement dated 4 August 1898.
[19] MLMSS 3269, Box 73/1, Publishing Private Letter Book, 1898–1901, p. 5, Shenstone to Wicken, 5 August 1898.
[20] MLMSS 3269, Box 73/1 Publishing Private Letter Book, 1898–1901, p. 419, Shenstone to Wicken, 24 August 1899.
[21] Alison, Doing Something, pp. 189, 197.
[22] MLMSS 3269, Box 73/1 Publishing Private Letter Book, 1898–1901, p. 659, Angus and Robertson to W. Davidson, 11 May 1900. National Advocate (Bathurst), 28 September 1900, p. 2, ‘Kingswood cookery book.’
[23] MLMSS 3269, Box 73/1 Publishing Private Letter Book, 1898–1901, p. 972, Angus and Robertson to Wicken, 10 January 1901.
[24] MLMSS 3269, Box 73/2, Publishing Private Letter Book, 1901–1904, p. 846, Angus and Robertson to Wicken, 13 August 1903.
[25] For example, 15,000 copies for the 8th edition were printed in 1904.
[26] MLMSS 3269, Box 73/2 Publishing Private Letter Book, 1901–1904, p. 864, Angus and Robertson to Wicken, 18 October 1903; Box 74/2 Letter book 5, 1904–1906, p. 217, Angus and Robertson to Whitcombe and Tombs, 26 July 1905.
[27] Brisbane Courier, 24 March 1924, p. 1, ‘Advertising.’
[28] Alison, Doing Something, p. 140.