The present paper aims at an historical reconstruction, in the framework of the publishing industry in the years between the two World Wars, of the role played by the publisher William W. Norton in the genesis, published in 1932, and new edition in 1938, of Walter B. Cannon"s book The Wisdom of the Body. With the analysis of this case study, we aimed at contributing to the current criticism of the «dominant view», which tries, in an uncritical manner, that scientific popularization follows an ineluctable, continuous and linear evolution.