Munro began his career in the book trade as a traveling salesman for the New York publishing firm Beadle & Adams. In 1866, he started his own publishing house, N. L. Munro, which specialized in dime novels and other cheap literature. However, the firm struggled financially, and Munro was forced to declare bankruptcy in 1872.
Undeterred, Munro launched a new company the following year, Norman L. Munro & Co., with a focus on higher-quality literature at affordable prices. The company quickly gained a reputation for its well-designed editions of classic works by authors such as Charles Dickens, Jane Austen, and Sir Walter Scott.
One of the key innovations of Munro & Co. was its use of stereotyping, a printing process that allowed for more efficient and cost-effective production of books. Munro also pioneered the use of mail-order catalogs to sell books directly to consumers, which helped the company reach a wide audience across the country.
Munro & Co. continued to grow and expand throughout the late 19th century, with offices in New York, London, and Leipzig. The company also diversified its offerings to include children's books, travel guides, and reference works.
However, Munro's health began to decline in the 1890s, and he sold the company to George Munro's Sons in 1899. Norman L. Munro & Co. continued to publish under its own imprint for a few years before being absorbed into the larger Munro publishing empire.
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