Why Beatrix Potter Ended Up Self-Publishing The Tale of Peter Rabbit
By Garin Pirnia
The Tale of Peter Rabbit was Beatrix Potter’s first book—and is still her best known. But had the beloved author not had the confidence to publish the book on her own terms, we might not have ever known her name (or Peter Rabbit's) today.
The origin of Peter Rabbit dates back in 1893, when Potter wrote the beginnings of what would become her iconic children’s book in a letter she sent to Noel Moore, the ailing five-year-old son of Annie Carter Moore, Potter's friend and former governess. “I don't know what to write to you, so I shall tell you a story about four little rabbits whose names were—Flopsy, Mopsy, Cottontail and Peter,” the story began.
According to The Telegraph, it was Carter Moore who encouraged Potter to turn her story and its illustrations into a book. Initially, she attempted to go the traditional route and sent the book to six publishers, each of whom rejected it because Potter was insistent that the book be small enough for a child to hold while the publishers wanted something bigger (so that they could charge more money for it). It wasn't a compromise that Potter was willing to make, so she took the matter into her own hands.
On December 16, 1901, a 35-year-old Potter used her personal savings to privately print 250 copies of The Tale of Peter Rabbit. The book turned out to be a hit—so much so that, within a year, Frederick Warne and Co. (one of the publishers that had originally rejected the book) signed on to get into the Peter Rabbit business. In October 1902, they published their own version of The Tale of Peter Rabbit, complete with Potter's illustrations, and by Christmastime it had sold 20,000 copies. It has since been translated into nearly 40 different languages and sold more than 45 million copies.
In August 1903, Frederick Warne and Co. published Potter's next book, The Tale of Squirrel Nutkin. A few months later, Warne published The Tailor of Gloucester, which Potter had originally self-published in 1902 for reasons similar to her decision to self-publish The Tale of Peter Rabbit.
"She was very dogmatic about what she wanted it to look like and couldn’t agree with Warne," rare book dealer Christiaan Jonkers told The Guardian about why Potter self-published The Tailor of Gloucester. "Also he wanted cuts, so she published 500 copies privately. By the end of the year Warne had given in, cementing a relationship that would save the publishing house from bankruptcy, and revolutionize the way children's books were marketed and sold."
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