This study examines the economics and logistics of cultural production in late colonial Vietnam, and considers how the economic and social conditions of writers affected their work, as well as their relationship with publishers. It focuses on the history of the ĐờiNay (This Life)publishing house, arguably themostbest-selling and prestigious publishing firm in Tonkin at the time. Founded by the Self-Reliant Literary Group (TựLực Văn Đoàn), This Lifeattempted to reconcile the seemingly opposed commercial and cultural aims of the publishing industry—combining both profitable and humane business practices without sacrificing literary quality. I argue that the Group’s commercial ventures were deeply rooted in its reform program, and that this difference set them apart from its predecessors and contemporaries. This paper discusses a number of business practices that contributed to the work culture at the This Life publishing house, including marketing and publisher-writer relations. In addition, the publishing house enacted a number of practices such as structuring the market through variously priced editions to appeal to a range of incomes, creating and building new markets in areas such as genre fiction.