The Stephen Greene Press
Brattleboro’s Letterpress Years was mounted as a month-long exhibit at Brooks Memorial Library, opening October 11, 2017
The Stephen Greene Press was Brattleboro’s premier book publisher for over twenty years. Begun in 1957, the SGP not only specialized in books of regional interest but, in addition, it also produced an eclectic range of nonfiction. The SGP’s rich catalog featured titles on everything from wood-fired saunas and cross-country skiing to British cartoons, covered bridges, Americana, cookbooks, essays, and history. Originally housed under the Book Cellar at 120 Main Street, it moved in 1969 to its building on Fessenden Road in South Brattleboro.
The letterpress exhibition is curated by Stephanie Greene, a member of the Brattleboro Words Project leadership team. Greene is the daughter of the late Stephen Greene, co-owner—with his wife Janet—of the eponymous Stephen Greene Press, a prestigious, independent publishing company that operated in Brattleboro for 24 years before being sold to larger Boston publisher in 1978.
“Brattleboro is home to a rich history of publishing and printing, dating from the late 1700’s,” says Greene. “The Words Project creates an opportunity for the local historians and enthusiasts to collect and showcase this history. The collaboration between visiting scholars and residents will promote a broad and deep appreciation of our shared heritage that will serve as a model for other communities.”
SGP Staff Spring 1975 in Fessenden Road building
From left:
Jenny Coffin, Norman Rogers, Obie Cutting, Hannah Bucossi, Paul Pinger, David Smith, Priscilla Richardson, Nancy Field, Susan Mahnke, Castle Freeman, Bob Anderson, Gene Merrill, Orion Barber, Steve Greene, Sharon Boucher, Peter Wallace, Neysa Hebbard, Gloria Hall, Janice Cutler, Russ Hamilton, Millie Dupell, Bob Dothard, Janet Greene
The Stephen Daye staff at the Weaver Farm, near Brattleboro, during sugaring. Left to right, Margaret Kent, Ronnie Weaver, Marion Hooper, Howard Cady, John Hooper, Jr., and John Hooper.
The Book Wagon
1938 – 1940
Back in the “horse and buggy” days, it was common to peddle one’s wares from a wagon. 19th century book sellers were no exception. Fast forward to the 1930s. With this history in mind, the Stephen Daye Press, located in Brattleboro, adapted the concept to the technology of their day…the automobile. Thus was born the Stephen Daye Book Wagon.
The vehicle was a panel truck, once used to transport Northfield Seminary girls. It was retro fitted with wooden sides and rear gate. When the vehicle arrived at its intended location, the driver turned it into a book display. The rear gate, hinged at the top and propped open, revealed a stepped back display of SDP books. An interested passer bye could pick out a title and thumb through it, shaded from the sun. Meanwhile, as a crowd formed, they could walk around the truck and look at a plethora of colorful dust jackets, pinned to panels hauled out and attached to the sides of the vehicle. On a slow day, the driver lounged in the wagon’s shade. A quarter page news photo in the Springfield (MA) Union shows Dick Sherwin doing just that.
The drivers doubled as salesmen. All were associated with SDP in some way, and included Sam Lincoln, Dick Sherwin and Mel Ferrer (yes, THAT Mel, better known later as the husband of actress Audrey Hepburn).
An itinerary was planned in advance, and called a “campaign”. There were campaigns to ‘the coast of Maine’, and to the ‘southern coast of New England’ and the ‘Connecticut River Valley’ and more. Over three summers, most of the population centers of New England had a visit from the Book Wagon, which finally gave out in all ways mechanical.
There is no record of how many books were actually sold with this program, but the publicity it generated was of tremendous benefit to SDP. The tour schedule was sent to New England daily newspapers in advance, in a press release, and most dailies covered the event with a photo and short story. It even got a news brief in the New York Herald Tribune.
There are many references to the Book Wagon in the The Daye’s Work, a newsletter published “when the spirit moves” by the company, which was edited by each member of the staff in turn. These references are often funny, or irreverent. Sam Lincoln, just back from a campaign, ended his newsletter like this: “it has been suggested by the office wit and watchdog of the exchequer (John Hooper) that great amounts of money might be saved during the Book Wagon tour if, instead of using hotels for the overnight stopping places, we might inhabit some of the New England caves described by Clay Perry in “Underground New England” [an SDP book]. Anyone knowing of a nice cave sans bats, with a southern exposure and hot and cold running water, please communicate.”
Like all great promotions, however, there is a beginning and an end. And this one ended on a tow truck’s hoist.
Crowell was a philanthropist as well as a businessman, who created water works in Brattleboro, and brought city children living in poverty spend the summer in the town.
Robert L. Dothard
Robert L. Dothard (1911-1979) was a master printer and book designer who ran E.L.Hildreth and Company for eight years, producing some of the most beautiful and elegant books in the country–for the Limited Editions Club, Yale University Press and The New Colophon. He later devoted himself to book design, through his Guilford-based business, RL Dothard Associates, designing many titles for The Stephen Greene Press throughout its 20-year history, as well as Vermont Life Magazine from 1959 to 1964.
Original photo taken by Stephen Greene.