Donnelley launched a "Four American Books" campaign in 1926 which culminated with their publication in 1930. The aim was to establish that the company's modern commercial machinery could produce illustrated books to rival high-quality presses in Europe and to establish a reputation as a printer of fine trade editions in order to enter the mass-market book industry. The choice of American authors reflected a growing pride in and market for American literature. C. G. Littell, vice president and treasurer, and William A. Kittredge, head of the department of design and typography, organized the campaign.