George William Childs (1829–1894) was an American publisher who co-owned the Philadelphia Public Ledger newspaper with financier Anthony Joseph Drexel. Childs was born in Baltimore, Maryland, on May 12, 1829, the illegitimate son of unidentified parents. He was raised by a likewise unidentified aunt in comfortable circumstances, a fact he later concealed to make his rise from obscurity seem more remarkable. He began work at age 12 in a bookstore for $2 per week while attending public school. He entered the Navy, at age 13 and served 15 months at Norfolk. After leaving the Navy in 1843, he moved to Philadelphia, becoming a clerk in a bookshop at age 14. Childs found favor with his employer, proving himself to be trustworthy in business. After shutting the shop for the evening, he was entrusted with buying books at auction for the store. By the time he was 16, he was going to New York and Boston to attend publishing trade shows. When Childs turned 18, he took his savings, which amounted to several hundred dollars, and leasing space in the offices of the Philadelphia Public Ledger, started his own firm. While working on building his business, Childs was noted for frequently commenting on his desire to own the Ledger some day. At age 21, Childs was offered a partnership in the publishing firm of R.E. Peterson & Co, which he accepted, and the name of the firm was changed to Childs & Peterson. Childs & Peterson grew prosperous by publishing useful if unexciting titles that reached a broad market. Peterson excelled in scientific knowledge, while Childs provided business acumen. The two partners grew the title Familiar Science into a 200,000-issue sale by interesting schools in using it as a textbook. A marketing genius, Childs was the first book publisher to use the now ubiquitous "blurb" ndorsements by other famous persons, and he conceived the notion of the author's book tour. Childs was known throughout his life for generosity and philanthropy. He was quoted to say, "Meanness is not necessary to success in business, but economy is." This approach won him a wide circle of friends whose affection and friendship ran deep. Childs was married to Emma B. Peterson, the granddaughter of Judge John Bouvier, a jurist born in Codognan, France. Her father was Robert Evans Peterson, a lawyer and scientist; her mother was Hannah Mary Bouvier, author of Familiar Astronomy and collaborator with her husband on other works. They left no children. On 5 December 1864, with Anthony J. Drexel, he purchased the Philadelphia Public Ledger, at that time a money-losing newspaper, losing about $150,000 per year. The business was squeezed by rising paper and printing costs due to wartime shortages as the country engaged in the Civil War. The paper had lost circulation by supporting the Copperhead Policy of opposing the American Civil War and advocating an immediate peace settlement with the Confederate States. Most readers in Philadelphia at the time supported the Union. Publishers were reluctant to increase the one-cent subscription cost to cover the actual costs of production in the face of declining circulation. Childs bought the paper for a reported $20,000. Upon buying the paper Childs completely changed its policy and methods. He changed the editorial policy to the Loyalist (Union) line, raised advertising rates, and he doubled the cover price to two cents. After an initial drop, circulation rebounded and the paper resumed profitability. Childs was intimately involved in all operations of the paper, from the press room to the composing room, and he intentionally upgraded the quality of advertisements appearing in the publication to suit a higher end readership. For four years he rarely left the paper before midnight. Childs' efforts bore fruit and the Ledger became one of the most influential journals in the country. Circulation growth led the firm to outgrow its facilities, and in 1866 Childs bought property at Sixth and Chestnut Streets in Philadelphia and constructed the Public Ledger Building, which was called at the time "...the finest newspaper office in the country." It was estimated that toward the end of Childs' association the Ledger was generating profits of approximately $500,000 per year.