There is a distinct sub-genre of quirky non-fiction book that looks at some mundane or forgotten subject in either exhaustive detail or from a left-field perspective, or both. These can be throwaway trifles (‘Cats in Kilts’) or they can be little masterpieces that shine a light into historical corners and thus illuminate our own world.

Boyles’ book describes how the Encyclopaedia Britannica and the London Times newspaper, both highly respected global brands (as we would say now), were failing financially at the end of the 19th century and were both saved by an injection of American capitalist opportunism and marketing chutzpah.

Driven by characters that would seem outrageous in a novel, full of historical detail and telling anecdotes and well illustrated throughout this is an excellent look at the rise of America and the decline of Great Britain through the prism of publishing, public engagement and risk-taking. Boyles has a light, but never less than erudite, touch that reflects the faintly absurd world of the early 20th century intellectual politics of London’s literary and newspaper scene. ( )

"This is an uncorrected proof"