An early experiment in book discounting, perhaps?

"The announcement ... is the crowning example of the chronic inferiority complex from which the book business in this country seems always to have suffered. I regard the decision of these publishers ... as shortsighted, unwise, and likely, if it has any effect whatsoever, to have a very disturbing effect indeed on the industry as a whole."

Thus last week did Alfred A. Knopf, book publisher, flay four other book publishers who had made the astounding announcement that they would hereafter sell for $1 or $1.50 books exactly similar to those for which they had for years been demanding $2 or $3.

"Book War"
Time Magazine
June 2, 1930