Episode Overview

The start of the partnership between Dr. Seuss and publisher Random House. CEO Bennett Cerf wooed little known children’s author Theodor “Ted” Geisel. Beginning with a lunch at the 21 Club in NYC, Cerf showed Ted unwavering publisher support despite early flops like The Seven Lady Godivas. Cerf’s long bet on Geisel illustrates the importance of recognizing creative talent and the economic value of a strong backlist.

What You’ll Hear:

Time | Topic
00:00 | Cold‑open
01:05 | Intro
02:30 | Geisel’s first book And to Think That I Saw It on Mulberry Street, 1937
05:40 | Cerf promises to publish anything Geisel writes, including a book with “naked ladies”
07:15 | Early releases in 1939: The King’s Stilts & the spectacular flop The Seven Lady Godivas
10:05 | Long‑term contract and WWII
13:20 | Modest post‑war titles
15:05 | Breakthrough and backlist
19:30 | Random House buys Vanguard Press in 1989 because of Seuss
21:15 | Betting on talent
23:00 | Bibliography & sign‑off

(Timestamps are approximate)

People Discussed:

Bennett Cerf | Publisher & co‑founder / long‑time CEO of Random House | 00:24

Theodor “Ted” Geisel/Dr. Seuss | Children’s author and illustrator | 00:35

Robert Bernstein | Publisher; CEO of Random House (1970‑1989) | 12:31

Judith Morgan | Biographer, co‑author of Dr. Seuss and Mr. Geisel | 13:46

Neil Morgan | Biographer, co‑author of Dr. Seuss and Mr. Geisel | 13:46

Brian J. Jones | Biographer, author of Becoming Dr.Seuss | 14:00

Some Takeaways:

• Commitment: Cerf’s “I’ll print anything you do” pledge shows how decisive belief in an author can change careers—and companies.
• Flops Aren’t Fatal: Even a disaster selling fewer than 50 copies didn’t shake Cerf’s confidence in Seuss.
• Backlist matters: Once Seuss became successful, every prior title turned into a perpetual revenue stream, for him and for Random House.
• It Can Take Time: Geisel’s real breakout books came 20 years after his debut.

Recommended Reading

1. Dr.Seuss & Mr.Geisel by Judith & Neil Morgan (Random House, 1995)
2. Becoming Dr.Seuss by Brian Jay Jones (Dutton / Penguin Random House, 2019)

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Credits

Host, writer, & editor: Will Jauquet
Cover art: Designed by Wili Joel Productions

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