Victor Gollancz

Britain. Gollancz founded his own firm in 1927 and made its plain yellow jackets with bold black and magenta type instantly recognisable on shop shelves, combined with aggressive advertising. In 1936 he launched the Left Book Club, a monthly subscription of political books with tens of thousands of members, and published Orwell's The Road to Wigan Pier for it. He also published bestselling crime fiction to pay for his causes.