Alfred A. Knopf: Portrait of a Publisher 1915-1965 ,
First edition, 1965, New York : The Typophiles
The Borzoi Credo
I believe that a publisher’s imprint means something, and that if readers paid more attention to the publisher of the books they buy, their chances of being disappointed would be infinitely less.
I believe that good books should be well made, and I try to give every book I publish a format that is distinctive and attractive.
I believe that I have never published an unworthy book.
I believe that a publisher has a moral as well as a commercial obligation to his authors to try in every way to promote the sales of their books, to keep them in print, and to enhance his author’s prestige.
I believe that a review by an incompetent critic is a sin against the author, the book, the publisher, and the publication in which the review appears.
I believe that the basic need of the book business is not Madison Avenue ballyhoo, but more booksellers who love and understand books and who can communicate their enthusiasm to a waiting audience.
I believe that magazines, movies, television, and radio will never replace good books.
Appeared originally as an advertisement in The Atlantic Monthly, November 1957.