In 1952, six years after publishing its first book, Farrar, Straus & Company nearly failed. Founded by Guggenheim heir Roger Straus with $360,000 from his family and friends’ interests in department stores, mining, and brewing (the former Rheingold Brewery in Brooklyn served as the warehouse for its books), the firm had printed one hundred thousand copies of Mr. President, a quasi-official selection of President Truman’s papers and photographs. As Truman’s reelection campaign began, the book looked to be a hit, but a couple weeks after its publication, Truman reversed course and announced he