His bosses listened, and Doubleday came out with Anchor books, which provided the works of Lawrence, Stendhal and other greats for as little as 65 cents a title. Epstein edited Roth, Mailer and Auden, and helped found the New York Review of Books, but it's the paperback idea he's known for most.
Before the early 1950s, paperbacks were reserved for "lowbrow, escapist fiction," the obit said, so this was a novel idea. And it worked! The new line sold briskly, and what became known as trade paperbacks quickly became a profitable arm of the publishing business, much beloved of students and others who wanted a library of classics but couldn't afford the hardback versions.
So now when I'm moving yet another box of books or cramming one more paperback onto an already-crowded shelf, I'll say, with only the slightest hint of irony, "Thank you, Mr. Epstein."