| Line | Behind every book review there are two key figures: |
| a book review editor and a reviewer. Editors decide | |
| whether a book is reviewed in their publication, when | |
| the review appears, how long it is, and who writes the | |
| (5) | review. |
| When many periodicals feature the same books, | |
| this does not prove that the editors of different | |
| periodicals have not made individual decisions. | |
| Before publication, editors receive news releases and | |
| (10) | printer’s proofs of certain books, signifying that the |
| publishers will make special efforts to promote these | |
| books. They will be heavily advertised and probably | |
| be among the books that most bookstores order in | |
| quantity. Not having such books reviewed might give | |
| (15) | the impression that the editor was caught napping, |
| whereas too many reviews of books that readers will | |
| have trouble finding in stores would be inappropriate. | |
| Editors can risk having a few of the less popular | |
| titles reviewed, but they must consider what will be | |
| (20) | newsworthy, advertised, and written about elsewhere. |
| If these were the only factors influencing editors, | |
| few books that stand little chance of selling well would | |
| ever be reviewed. But editors feel some concern | |
| about what might endure, and therefore listen to | |
| (25) | literary experts. A generation ago, a newspaper used |
| a brilliant system of choosing which books to feature. | |
| The book review editor sent out a greater number of | |
| books than reviews he actually intended to publish. | |
| If a review was unenthusiastic, he reasoned that the | |
| (30) | book was not important enough to be discussed |
| immediately, and if good reviews of enough other | |
| books came in, the unenthusiastic review might never | |
| be printed. The unenthusiastic reviewers were paid | |
| promptly anyway, but they learned that if they wanted | |
| (35) | their material to be printed, it was advisable to be |
| kind. | |
| Most editors print favorable and unfavorable | |
| reviews; however, the content of the review may be | |
| influenced by the editor. Some editors would actually | |
| (40) | feel that they had failed in their responsibility if they |
| gave books by authors they admired to hostile critics | |
| or books by authors they disapproved of to critics | |
| who might favor them. Editors usually can predict who | |
| would review a book enthusiastically and who would | |
| (45) | tear it to shreds. |