The Signature Thing

Mr. Rosset was hardly the only publisher to take risks, lasso avant-garde authors or print titillating material. But few so completely relied on seat-of-the-pants judgment. Colleagues said he had “a whim of steel.”

“He does everything by impulse and then figures out afterward whether he’s made a smart move or was just kidding,” Life said.

Simply put, Mr. Rosset liked what he liked. In an interview with Newsweek in 2008, he said he printed erotica because it “excited me.”