This paper presents proposals for the design and institutionalization of a system for the production and distribution of reading materials for adults, especially in developing countries. Ideas about the problems of production and distribution are developed, along with ideas for use in designing, evaluating, choosing, and promoting policy and strategies related to resource allocation and institutional means. Divided in four parts, the first part deals with issues faced in determining policy. Recommendations are made for the maintenance and development of a network of organizations and institutions to meet the reading public's needs. Following definitions of reading material and the new reading public, an accounting is given of book production and related policy questions, including theme balance, readers' needs and developmental needs, integration of cultures, demographic considerations, sex roles, and ecological sensitivity. The succeeding parts relate to the design of book production policy for new readers in the Third World, needs and challenges of the rural press in developing countries, and libraries and related distribution systems to take reading materials to the readers in villages and small communities. An annotated bibliography is appended. (FP)