Llewellyn Worldwide (formerly Llewellyn Publications) is a New Age publisher, currently based in Woodbury, Minnesota, a suburb of St. Paul. Llewellyn's mission is to "serve the trade and consumers worldwide with options and tools for exploring new worlds of mind & spirit, thereby aiding in the quests of expanded human potential, spiritual consciousness, and planetary awareness."
History
Llewellyn Publications was formed in 1901 by Llewellyn George, in Portland, Oregon. At first, the company concentrated exclusively on Astrology, in the form of both books and annuals. Later, Llewellyn began to branch out into other New Age topics, such as alternative healing, psychic development, and earth-centered religions, among others. Llewellyn Publications grew steadily and was moved from Portland to Los Angeles, California in 1920. Owner and founder Llewellyn George passed away in 1954. The company was bought by Carl L. Weschcke in 1961, who moved the headquarters to St. Paul, Minnesota. [1]
During the 1960s and 1970s, Llewellyn published books from authors such as Dion Fortune and Aleister Crowley writing on occult and other topics. Carl Weschcke founded a series of Gnostic Aquarian Festivals to help create a broader audience. Llewellyn went on to publish books such as Scott Cunningham's Wicca: A Guide for the Solitary Practitioner and Ray Buckland's Complete Book of Witchcraft. The company also expanded into tarot decks, magical "kits" and materials for younger readers.
Declines in sales figures in 2001 spurred the company toward layoffs and a restructure of its sales and marketing departments in 2002. By the end of 2003's fiscal year, the company rebounded with $16 million in gross sales. [2] In July 2005, Llewellyn moved its offices from St Paul to its current offices in the local suburb of Woodbury.
President and Publisher Carl L. Weschcke enthusiastically hails the new location in Woodbury as "opening a new chapter" for Llewellyn's growing book business. "Books are the building stones of our culture and each generation adds to the edifice." [3]
Criticisms
Reviews of some of Llewellyn's books on neopagan web sites, have asserted that Llewellyn attempts to produce books that appeal to a wide array of New Age readers, but in doing so tends to water down the message.
The Cauldron's review of Origins of Modern Witchcraft: The Evolution of a World Religion claims shoddy scholarship, and condemns Llewellyn's publication of such "tripe." [4]
Northvegr Foundation's review of The Rites of Odin alleges that the author "had other motivations such as we normally see from books published by Llewellyn, that is, the watering down of genuine tradition so that it will appeal to the Wiccan/New Age crowd." [5]
Llewellyn Worldwide receives negative consideration from the neopagan community for publishing authors such as Silver RavenWolf, who are controversial in their own right.
References
- ^ 100 Years of Llewellyn: The Early Years
- ^ Llewellyn Looks to the Stars, by Claire Kirch, 1/12/2004
- ^ 100 Years of Llewellyn: Llewellyn Today
- ^ Origins of Modern Witchcraft Review (The Cauldron: A Pagan Forum)
- ^ Northvegr - NESP Reviews
External links
|
