Margaret Mitchell's Gone With the Wind (38 page)

As Brett predicted, the cheap edition was a success. Stores promoted it enthusiastically, some paying out of their own pockets for newspaper advertising. The Emporium department store in San Francisco devoted a storefront window to the new edition, featuring a Scarlett mannequin with a skirt made of the book's dust jackets.
Publishers Weekly
reported Macmillan sold 250,000 copies in the first nine days of the promotion, with reorders pouring in at a phenomenal rate.
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By the time the deadline expired, Macmillan had received orders for a remarkable 338,000 copies.
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