Quality paperbacks were produced in Canada with their
New Canadian Library series, launched with four titles. They were aimed at a college or university market, for course texts. The term "quality" was intended to suggest a divide between the mass market paperback and this higher production valued, often scholastic, publication. These paperbacks were the same size as mass market paperbacks, but had more sober covers, sometimes better quality binding, and were produced in smaller print runs. This was at a time when Canadian literary identity was beginning to be valued on a large scale level in Canada (it was after the war, and influenced by that as well). The 1950s had seen rare inclusions of Canadian content in English literature classes, and in the 1960s and 1970s,
Canadian literature was being included more frequently in
Canadian education. The New Canadian Library was said to have been an important factor in the establishment of the Canadian Literary identity.
Macmillan of Canada was a major competitor of the New Canadian Library. In 1986, M&S hired editor and publisher
Douglas Gibson from Macmillan, giving him his own
Douglas Gibson Books imprint. Many of the authors Gibson had worked with at Macmillan — including
Alice Munro,
Mavis Gallant,
Robertson Davies,
Jack Hodgins,
Guy Vanderhaeghe,
Hugh Maclennan and
W. O. Mitchell — followed him to the new imprint. At times, the company's financial future has been uncertain. In 1971, the Ontario Development Corporation made a $961,645 loan to stave off imminent collapse due to an unsustainable burden of debt. In 1986, the company was purchased from McClelland by
Avie Bennett. In 2000,
Random House of Canada bought a 25% share in the company. The other 75% was donated to the
University of Toronto. In 2011, Random House bought the remaining 75% of the company to become sole owner. ==Legacy==