The man who mingles the useful with the sweet carries the day by charming his reader and at the same time instructing him. That’s the book to enrich the publisher, to be posted over seas, and to prolong its author’s fame.
[Omne tulit punctum, qui miscuit utile dulci,
lectorem delectando pariterque monendo.
Hic meret aera liber Sosiis, hic et mare transit
et longum noto scriptori prorogat aevum.]Horace (65–8 BC) Roman poet, satirist, soldier, politician [Quintus Horatius Flaccus]
Epistles [Epistularum, Letters], Book 2, ep. 3 “Art of Poetry [Ars Poetica; To the Pisos],” l. 343ff (2.3.343-346) (19 BC) [tr. Blakeney; ed. Kramer, Jr. (1936)]
(Source)
Horace advises on how to write a best-seller, by blending both entertainment and (moral) substance. The Sosii were famed booksellers in Rome.
(Source (Latin)). Other translations:He beares the bell in all respects who good with sweete doth minge:
Who can in delectable style good counsaile with him bring.
His bookes the stationers will bye, beyonte Sea it will goe,
And will conserve the authors name a thowsand yeare, and mo.
[tr. Drant (1567)]But he hath every suffrage can apply
Sweet mix'd with soure, to his reader, so
As doctrine and delight together goe.
This book will get thee Socij money; this
Will passe the Seas; and long as Nature is
With honour make the far-known Author live.
[tr. Jonson (1640), l. 490ff]But he that joyns instructions with delight,
Profit with pleasure, carries all the Votes;
These are the Volumes that enrich the Shops,
These pass with admiration through the World,
And bring their Author an Eternal fame.
[tr. Roscommon (1680)]Profit and pleasure, then, to mix with art,
To inform the judgment, nor to bend the heart,
Shall gain all votes; to booksellers shall raise
No trivial fortune, and across the seas
To distant nations spread the writer's fame,
And with immortal honours crown his name.
[tr. Francis (1747)]But he who precept with amusement blends,
And charms the fancy while the heart he mends,
Wins every suffrage. Rarely shall he miss
To enrich the Sosii with a piece like this:
Seas shall it traverse, and the writer's page
Hand down his glories to a distant age.
[tr. Howes (1845)]He who joins the instructive with the agreeable, carries off every vote, by delighting and at the same time admonishing the reader. This book gains money for the Sosii; this crosses the sea, and continues to its renowned author a lasting duration.
[tr. Smart/Buckley (1853)]But he who, mixing grave and gay, can teach
And yet give pleasure, gains a vote from each:
His works enrich the vendor, cross the sea,
And hand the author down to late posterity.
[tr. Conington (1874)]He wins all suffrages who, while he charms.
Instructs the soul, the heart to virtue warms,
And so what ministers to use unites
With what is beautiful in all he writes.
These are the works on which the Sosii thrive,
That cross the seas, to times remote survive.
[tr. Martin (1881)]He meets with acceptance everywhere who blends the practical with the pleasant, by equally delighting and instructing the reader. Such a book enriches the Sosii, travels across the sea, and confers immortality on its famous author.
[tr. Elgood (1893)]He has won every vote who has blended profit and pleasure, at once delighting and instructing the reader. That is the book to make money for the Sosii; this the one to cross the sea and extend to a distant day its author's fame.
[tr. Fairclough (Loeb) (1926)]He wins every vote who combines the sweet and the useful,
Charming the reader and warning him equally well.
This book will bring in money for Sosius and Son,
Booksellers, travel across the sea, and extend
Its author's fame a long distance into the future.
[tr. Palmer Bovie (1959)]The poet winning every vote blends the useful with the sweet,
giving pleasure to his reader while he offers him advice.
His book will make the Sosii money and travel overseas,
and far into the years ahead extend its author's name.
[tr. Fuchs (1977)]Tame sense with a dash of sugar,
Storke your reader's cheeks while you box his ears.
Then everyone reads you, your royalties mount
Like gushing oil, foreigners run for your latest title
And read you long after you've turned to dust.
So: make your own memorial!
[tr. Raffel (1983 ed.)]He who provides to all both profit and pleasure
Wins everybody's vote; his book will bring
Money for bookstore owners and fame across
The seas and down the years to the author himself.
[tr. Ferry (2001)]Everyone votes for the man who mixes wholesome and sweet,
giving his reader an equal blend of help and delight.
That book earns the Sosii money; it crosses the ocean,
winning fame for the author and ensuring long survival.
[tr. Rudd (2005 ed.)]Who can blend usefulness and sweetness wins every
Vote, at once delighting and teaching the reader.
That’s the book that earns the Sosii money, crosses
The seas, and wins its author fame throughout the ages.
[tr. Kline (2015)]He wins every hand who mingles profit with pleasure, by delighting and instructing the reader at the same time.
[ed. Bartlett's]
Quotations about:
best seller
Note not all quotations have been tagged, so Search may find additional quotes on this topic.
There is this disadvantage to be endured in reading books by members of some party or faction, that they do not always give us the truth. Facts are distorted, opposing points of view are not stated with sufficient force or with complete accuracy; and the most longsuffering reader must tire at last of such a great number of harsh and insulting terms used against one another by these earnest men, who make a personal quarrel out of a doctrinal point or a disputed fact. The peculiar thing about these works is that they deserve neither the prodigious vogue they enjoy for a while nor the profound neglect into which they lapse when, passions and divisions having died down, they become like last year’s almanacs.
[L’on a cette incommodité à essuyer dans la lecture des livres faits par des gens de parti et de cabale, que l’on n’y voit pas toujours la vérité. Les faits y sont déguisés, les raisons réciproques n’y sont point rapportées dans toute leur force, ni avec une entière exactitude; et, ce qui use la plus longue patience, il faut lire un grand nombre de termes durs et injurieux que se disent des hommes graves, qui d’un point de doctrine ou d’un fait contesté se font une querelle personnelle. Ces ouvrages ont cela de particulier qu’ils ne méritent ni le cours prodigieux qu’ils ont pendant un certain temps, ni le profond oubli où ils tombent lorsque, le feu et la division venant à s’éteindre, ils deviennent des almanachs de l’autre année.]
Jean de La Bruyère (1645-1696) French essayist, moralist
The Characters [Les Caractères], ch. 1 “Of Works of the Mind [Des Ouvrages de l’Esprit],” § 58 (1.58) (1688) [tr. Stewart (1970)]
(Source)
Some translators suggests this references polemical writings between the Jesuits and Jansenists.
(Source (French)). Alternate translations:We have this disadvantage in reading Books written by Men of Party and Cabal: We seldom meet with the Truth in 'em; Actions are there disguised, the reasons of both sides are not alledg'd with all their force, nor with an entire exactness. He who has the greatest patience must read abundance of hard, injurious reflexions on the gravest men, with whom the Writer has some personal quarrel about a point of Doctrine, or matter of Controversie. These Books are particular in this, that they deserve not the prodigious Sale they find at their first appearance, nor the profound Oblivion that attends 'em after∣wards: When the fury and division of these Authors cease, they are forgotten, like an Almanack out of date.
[Bullord ed. (1696)]We have this Inconveniency in reading Books written by Men of Party and Cabal, we seldom meet Truth in them; Actions are there disguis'd, the Reasons of both sides not alledg'd with all their force, nor with an entire exactness. He who has the greatest Patience, must read abundance of hard and scurrilous Reflections on the gravest Men, who make a personal Quarrel about a Point of Doctrine, or Matter of Controversy. These Books are particular in this, that they deserve not the prodigious Sale they find at their first appearance, nor the profound Oblivion which attends 'em afterwards. When the Fury and Division of Parties cease, they are forgotten like Almanacks out of date.
[Curll ed. (1713)]This is the certain disadvantage of reading Books written by Men of Party and Cabal, Truth is not in them; Actions are disguised, the Reasons of both sides are not alledged with all their force, nor with an entire exactness. And, what no patience can bear, he must read abundance of scurrilous Reflections tost to and fro by grave Men, making a personal Quarrel about a Point of Doctrine, or controverted Fact. These Books are particular in this, that they deserve not the prodigious Sale they find at their first appearance, nor the profound Oblivion that attends them afterwards: When the Ebullitions of Parties subside, they are forgotten like an Almanack out of date.
[Browne ed. (1752)]The disadvantage of reading books written by people belonging to a certain party or a certain set is that they do not always contain the truth. Facts are disguised, the arguments on both sides are not brought forward in all their strength, nor are they quite accurate; and what wears out the greatest patience is that we must read a large number of harsh and scurrilous reflections, tossed to and fro by serious-minded men, who consider themselves personally insulted when any point of doctrine or any doubtful matter is controverted. Such works possess this peculiarity, that they neither deserve the prodigious success they have for a certain time, nor the profound oblivion into which they fall afterwards, when the rage and contention have ceased, and they become like almanacks out of date.
[tr. Van Laun (1885)]
There’s nothing like studying the bestseller lists of bygone years for teaching an author humility. You’ve heard of the ones that got filmed, normally. Mostly you realize that today’s bestsellers are tomorrow’s forgotten things.
Neil Gaiman (b. 1960) British author, screenwriter, fabulist
“This Much I Know,” The Guardian (2017-08-05)
(Source)
Sure it’s simple, writing for kids. Just as simple as bringing them up. All you do is take all the sex out, and use little short words, and little dumb ideas, and don’t be too scary and be sure there’s a happy ending. Right? Nothing to it. Write down. Right on. If you do all that you might even write Jonathan Livingstone Seagull and make twenty million dollars and have every adult in America reading your book.
But you won’t have every kid in America reading your book. They will look at it, with their clear, cold, beady little eyes, and they will put it down, and they will go away. Kids will devour vast amounts of garbage (and it is good for them) but they are not like adults; they have not yet learned to eat plastic.Ursula K. Le Guin (1929-2018) American writer
“Dreams Must Explain Themselves” (1973)
