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YOURS BY THE MONTH
19
By'the'month shenanigans had their start in 1926, with the founding, by Bookman Scherman, of the Book'ofthe-Month Club. Scherman, who had been selling the then popular Little Leather Library classics by mail, reasoned that millions of Americans far from bookstores really wanted to read. He felt they could be reached by mail, subscribing for books as they did for magazines. The club, its title a registered trade-mark, embarked with a system of book "dividends" and a monthly magazine of New York reviews as the gimmicks that assured its success.
Today, there are more than 60 book clubs for adults, and seven for juveniles. They appeal to every conceivable Hterary taste.
The early success of the Scherman plan brought a rash of others to the field. As the book groups prospered, the idea spread to so many other commodities, that at last count almost 200 of these dedicated organizations were doing business in this nation of eager joiners. The Bill-ofthe-Month Club is one of the more recent arrivals on the scene, but, it is safe to say, not the last.
As a matter of fact, a later organization, born of human yearning in woefully man-short Washington, D. C. is the Date-of-the-Month Club. A group of smart, but lonely young ladies, many of whom have their own mink coats, pooled their resources and invited men to join, at no fee except to promise to telephone the club secretary at least once a month for dates with the smart young ladies. The club is burgeoning.
One of the most popular across the nation is the Gadget-of -theMonth Club, which sends its members "new, never before on the market," labor saving devices, guaranteed to be worth more than the subscription price. Like the literary experts who choose the volumes for book clubs, the gadget club has a jury to select gadgets, laboratory-tested before distribution.
Gadgeteers pay from one buck to $100, depending upon the number and value of the gadgets they take. Some weird but workable contraptions, such as the non-blobbing catsup dispenser, have found their ways into thousands of homes by this method of salesmanship.
FOR gourmets, and food-lovers whose means prevent their living as gourmets, there are a number of organizations offering succulent edibles on the monthly plan. From Kenosha, Wisconsin, in the heart of America's dairy-land, varieties of American cheese go to the members of the Businessmen's Cheese-of -theMonth Club. A rival Hollywood club has a lureline of rare and exotic, foreign and domestic cheeses with information on where to buy them. Covering several Eastern states, and operating out of the Empire City, is a third cheese club, offering a selection of cheeses to imparadise any connoisseur.
Then there is an Epicures' Club which promotes $100-a-year membership to an "Inner Circle." The Circle subscribers receive monthly packages of rare soups, especially prepared pate de foie gras, smoked turkey, and