Continuity Marketing: Pleasures and Pitfalls

Following World War II, British publishers came up with the concept of “partsworks”—small magazine-like publications of 16, 24 or 32 pages on a given subject sold weekly on the newsstand. Among the subject areas: World War II history, cooking, gardening, etc. Usually printed in four color, these booklets were meant to be collected until you had a complete set which would equal an encyclopedia. You could buy holders for them or the publisher would sell you a binder by mail.