College and Research Libraries not, in 1934, "President of the Swann gal- leries." He was, at that time, a bookseller and the Swann galleries, with which he never had any connection, was not in existence. These are minor blemishes on an interesting contribution.-David A. Randall, The Lilly Library~ Indiana Uni- versity. An Introduction to Scientific Research in Librarianship. By Herbert Goldhor. Final Report, Project No. 7-1271, Contract No. OEC-1-7-071217-5113. U.S. Department of Health, Education and Welfare, Office of Education, Bureau of Research. Dis- tributed by Illini Union Bookstore. This brief survey of research methods is designed for doctoral students in librar- ianship and for practicing librarians who would like to become more critical con- . sumers of research. Dr. Goldhor begins with a discussion of the basic approaches to knowledge and truth, and proceeds to describe and evaluate the methods used in the approach which he defines as sci- entific research. The ful£llment of such a broad assignment in the space of 201 pages results in exactly that which is sug- gested by the title-an introduction. This is neither a textbook nor a manual, but an exposition for the beginner on the mean- ing, goals, and limitations of scientific re- search in librarianship. With topics ranging from historical re- search to statistical inference, the treat- ment is much too general to aid the stu- dent in developing practical methodologi- cal or critical skills. Dr. Goldhor's book rather serves to point out the techniques which the student should master in order to become an accomplished researcher. It also aims at developing a realistic attitude towards research, including an under- standing that awesome patience is re- quired to perform it properly, and an ap- preciation of the fact that no single study is likely to resolve any significant research question . While there are some solid guidelines on how to identify a research- able topic and how to approach the plan- ning and design of a study, the serious student would need to go beyond Gold- hor to the more detailed and t echnical works listed in his bibliographies. For a Recent Publications I 283 general text, this reviewer's preference is Fred Kerlinger's Foundations of Behavior- al Research. There are several notable and welcome emphases in Goldhor's work. Planning and design of the research study is given equal treatment with data collection and analysis. Hypothesis testing is emphasized. While Goldhor' s idealistic description of a hypothesis as a statement of relationship which is "universal, invariant and causal" will find only rare application in librarian- ship, the use of less ambitious hypotheses as focusing devices would improve many studies in librarianship. The frequent · lack of a formal hypothesis statement in library research is related to the wide- spread use of inadequate designs. Goldhor also emphasizes theory-orient- ed research. The development of theory is necessary to amend perhaps the major de- ficiency of library research in general, the fact that " ... most library research con- sists of single studies whose results are not cumulative." If a unified, cumulative re- search effort is to be sustained in any area of librarianship, it will occur only when some form of theory, good or bad, has been posited. For that reason Goldhor's emphasis on a theoretical orientation is precisely what is needed at this point. It serves as another reminder that research in librarianship still has a long way to go . -]oe HewiPt:, Univ ersity of Colorado. Magazines for Millions: The Story of Specialized Publications. By James L. C. Ford. Carbondale, Ill.: Southern Illinois University Press, 1969. 320p. $11.75. (79-76187). There is much in this book which will be of interest to librarians working with serials and to students and faculty in jour- nalism and communications as well as to the lay reader concerning specialized magazines. It is a comprehensive study of the multimillion dollar business of pub- lishing journals aimed toward the special interests of millions of readers. Mr. Ford's work is well organized and very readable -a difficult feat to accomplish as this type of material could easily end up in a form of bibliographic cataloging interspersed with statistics. Much of the information was j I 284 I College & Research Libraries • July 1970 gathered through personal interviews and the personal knowledge and editing ex- perience of the author has made this an interesting and informative work. Mr. Ford is a professor of journalism at Southern Illinois University, where he has been on the faculty since 1955. He was formerly Dean of the School of Journal- ism at the University of Montana for twelve years. His career has included editorial positions and a sh·etch of service with the United Press International. The lucid de- lineation of special magazines found in this book reflects his experience and in- terest in this field. The author has categorized specialized publications into nine groups and has de- voted a chapter to each group. "The Af- fluent Home and Family" covers the mul- titude of home and garden magazines. "The Juvenile Revolution" outlines the magazines designed for younger readers from the primary level through the teens. "The Long, Leisurely Weekend" covers a gamut of popular magazines which fea- ture crafts, hobbies, entertainment, and general leisure reading. "The Role of Re- ligious Magazines" examines in some depth the publications of major denominational publishing houses. "The Giant Galaxy of Company Publications" covers the broad scope of internal and external publication objectives within various companies. "The Voice of Industry" surveys the area cov- ered by 2,600 industrial magazines. "The Siamese Twins-Business and Labor" in- cludes such giants as U.S. N ews & W01'ld Report, Business W eek, UAW's Solidarity, and The International Teamster, along with many other titles and gives resumes of intent and statistical information perti- nent to the degree of coverage. "Professions and Associations" examines special maga- zines in the fields of education, medicine, law, radio-television, motion pictures and photography, to name but a few. "Down on the Farm" cites the leaders in the field of farm magazines and gives informa- tion about them as well as about the re- gional aspects involved. Finally, the "Land of the Giants" examines those publications issued by such Herculean forces as the American Chemical Society, Hearst Cor- poration, Macfadden-Bartell Corporation, Standard Rate & Data Service and others. This volume adds another resource on the subject of magazine publishing, an area that has received but moderate at- tention by historians. Professor Ford has examined a number of titles in depth and has analyzed audiences to whom the jour- nals are directed. His clear definitions of the various types of magazines encom- passed in the phrase "specialized publi- cations" adds significant value to this study. Interviews with editors, publishers, and executive personnel connected with the special publications field provide sub- jective information previously unavailable. Well-chosen illustrations, graphs and charts add much to the interest and understand- ing of the book. I believe it would have been useful to have included in the main index a listing of all of the titles cited in the text, or to have included an appendix with such a listing. The main index does cite some titles under the various headings, such as "Labor Publications: Summaries of." Oth- er than this approach, one must check the text to find specific titles. Magazines for Millions will be at borne alongside of the works of Frank Luther Mott, Theodore Peterson, Roland E. Wol- seley and James Playsted Wood, since it provides a study in a major segment of magazine publishing which has been rel- atively neglected in the past-William H. Huff, University of Illinois. • • BOOKS RECEIVED NoTE: The titles listed represent books re- ceived at the editorial office that may be of interest to academic librarians. American Men of Science. Supplement 6. The Physical and Biological Sciences. 11th ed. (edited by the Jaques Cattell Press). New York: R. R. Bowker, 1970. 784p. $25.00. ( 6-7326). American National Standard for the Ab- breviation of Titles of Periodicals. Spon- sored by the Council of National Li- brary Associations. New York: Ameri- can National Standards Institute, Inc., 1970. llp. An Index to Bibliographies and Biblio- graphical Contributions: Relating to the