The 20th-century mass-market format was pioneered by German publisher Albatross Books in 1931, but the experiment was cut short. It was an immediate financial success in the UK in 1935, when Penguin Books adopted many of Albatross' innovations, including a conspicuous logo and color-coded covers for different genres. Allen Lane (British publisher) bought certain rights from publishers, ordered huge print runs to keep unit prices low and looked to non-traditional book-selling retail locations. Booksellers were initially reluctant to buy his books, but when Woolworths placed a large order, the books sold extremely well. After that initial success, booksellers were no longer reluctant to stock them and the word "Penguin" became closely associated with the format. What ?
A-Paperback Books
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