English Language Hardcover Edition: 256 pages with unclipped dust jacket in very good condition. 235 x 160 mm. Original black cloth in near fine condition. Complete and unread.
Advertising and promotion have always underpinned the business of bookselling
but are often difficult for the historian to
reconstruct. Once books began to be produced
in multiple copies, the book trade invested
time, money, and imagination in the attempt to
stimulate demand, manipulate customer choice,
and espand the market, The mixed uses of
marketing, both as product information and as
an expression of trade identity and commercial
rivalries, offer a glimpse at trade practices and the
circumstances of individual carcers.
This volume of original essays, with
contributions by specialists in the promotion
and marketing of print, as well as by leading
historians of the book, explores themes that
include the advertising and marketing techniques
of booksellers and publishers across carly
modern Europe, the increasing use of newspaper
and periodical advertisements in England and
Ireland during the eighteenth and ninetcenth
centuries, and the more recent impact of online
marketing on the book trade. Other promotional
tools discussed here range from the illustrated
trade cards of eighteenth-century Paris to the rise
of the book jacket and the cult of literary prizes
in the twentieth century.
Contributors
Charles Benson
Udo Göllmann
Michael Harris
Lotte Hellinga
Phillippa Plock
Alan Powers
Julianne Simpson
Peter Straus