<P> Inexpensive paperback children's fiction did not exist at the time Penguin sought to expand their list into this new market . To this end Eleanor Graham was appointed in 1941 as the first editor of the Puffin Story Books series, a venture made particularly difficult due to the resistance of publishers and librarians in releasing the rights of their children's books . The first five titles, Worzel Gummidge, Cornish Adventure, The Cuckoo Clock, Garram the Hunter and Smokey were published in the three horizontal stripes company livery of the rest of the Penguin output, a practice abandoned after the ninth volume when full - bleed colour illustrated covers were introduced, a fact that heralded the much greater design freedom of the Puffin series over the rest of Penguin's books . </P> <P> Graham retired in 1961 and was replaced by Kaye Webb who presided over the department for 18 years in a period that saw greatly increased competition in the children's market as well as a greater sophistication in production and marketing . One innovation of Webb's was the creation of the Puffin Club in 1967 and its quarterly magazine Puffin Post, which at its height had 200,000 members . The Puffin authors' list added Arthur Ransome, Roald Dahl and Ursula K. Le Guin during Webb's editorship and saw the creation of the Peacock series of teenage fiction . </P> <P> Tony Lacey took over Webb's editorial chair in 1979 at the invitation of Penguin managing director Peter Mayer when Puffin was one of the few profitable divisions of the beleaguered company . In line with Mayer's policy of more aggressive commercialisation of the Penguin brand Lacey reduced the number of Puffin imprints, consolidated popular titles under the Puffin Classics rubric and inaugurated the successful interactive gamebook series Fighting Fantasy . Complimentary to the Puffin Club the Puffin School Book Club, addressed specifically to schools and organisations, grew significantly in this period helping to confirm Puffin market position such that by 1983 one in three Penguin books sold was a Puffin . </P> <P> Nikolaus Pevsner first proposed a series of volumes amounting to a county by county survey of the monuments of England in ten or more books to both the Cambridge University Press and Routledge before the war, however for various reason his plan came to nothing . It was only through his involvement with Penguin that he was in a position to make a similar suggestion to Allen Lane and be accepted . Pevsner described the project of the Buildings of England as an attempt to fill the gap in English publishing for those multi-volume survey of national art familiar on the continent . In particular Georg Dehio's Handbuch der deutschen Kunstdenkmaler, a topographical inventory of Germany's important historic buildings that was published in five volumes between 1905 and 1912 . Though Pevsner's ambition for the series was to educate and inform the general public on the subtleties of English architectural history, the immediate commercial imperative was competition with the Shell Guides edited by John Betjeman of which 13 had been published by 1939 . With Lane's agreement in 1945 Pevsner began work personally touring the county that was to be the subject of observation aided by notes drawn up by researchers . The first volume, Cornwall, appeared in 1951, and went on to produce 46 architectural guidebooks between then and 1974 of which he wrote 32 alone and ten with assistance . As early as 1954 the series was in commercial difficulty and required sponsorship to continue, a grant from the Leverhulme Trust amongst other sources secured its completion . The series continued after Pevsner's death in 1983, financed in part by the Pevsner Books Trust and published by Yale University Press . </P>

Who published the first book with the term sociology in the title in 1873