It seems like elves and wizards have been around forever. But one man is responsible for book publishing’s commitment to the fantasy genre.
, which set the template for everything to come. Tolkien was a professor of medieval literature at Oxford and drew fromand Icelandic sagas to create Middle Earth, populated with dwarves and elves, dragons and wizards, and, of course, hobbits.did not sell well in the United States until a decade later, in 1965, with the publication of competing cheap mass-market editions by Ace and Ballantine. Then it became a campus sensation, supplantingas the novels of choice for disaffected youth.
Publishing, at the time, was a gloriously inefficient industry. Boozy lunches, chummy deals made between college pals, ample socializing. Most houses were still owned by their founders, or by their heirs. But this was changing fast. In 1965, RCA, big in defense contracts and television manufacturing, acquired Random House. CBS acquired Holt, Rinehart and Winston in 1967. Time Inc. acquired Little, Brown in 1968. And so it went, with once independent houses swallowed into conglomerates.
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