Search

Los catálogos de venta de libros son una fuente principal en la historia del comercio del libro. Su razón publicitaria permite acercarse a los ritmos del mercado del libro y orienta sobre las modalidades y estrategias usadas por los libreros para alcanzar sus clientelas. La condición efímera de estos materiales ha impedido, sin embargo, documentar su impacto en la vida comercial urbana o incluso determinar la frecuencia de su uso por parte de los libreros. Sobre una base de datos que registra más de 500 catálogos publicados para el espacio cultural argentino entre 1850 y 1920, este artículo identifica y analiza los momentos de auge de estas producciones, releva sus orígenes y emisores, y señala algunas de sus transformaciones en el tiempo. El estudio enfatiza así la necesidad de reconocer al catálogo de librería como un material primario en la consolidación de una cultura impresa en la Argentina. = Book sale catalogues are the main source in the history of the book trade. Its advertising nature allows us to approach the rhythms of the book market, and guides on the strategies used by booksellers to reach their customers. The ephemeral nature of these materials has prevented, however, to know their impact on commercial life or even determine the frequency of their use by booksellers. Based on a database that registers more than 500 catalogues published for the Argentine cultural space between 1850 and 1920, this article analyzes the rise of these materials, reveals their origins and producers, and highlights some of their transformations in along time. The study thus emphasizes the need to recognize bookshop’s sales catalogues as a leading material in the consolidation of a printed culture in Argentina.

One of the most important English newspapers in 1721 was The Post Boy. Printed in London, it sold well in the capital and many copies were also sent out to its country subscribers. However, like all successful newspapers of the time, its financial solidity was not just based on sold copies but on its advertising. This essay examines the substantial number of book advertisements in six issues of The Post Boy in 1721. The research develops previous work on eighteenth-century book advertising by focusing on a particular newspaper in a single year and in relation to specific categories of book advertisements. The content analysis explores the target readers' interests and apparent reasons for purchasing the advertised works. The most advertised works were broadly instructive with few publications concerned with entertainment and leisure. [ABSTRACT FROM AUTHOR]

This case critically analyses the changing scenario of business dynamics in book reading. "Crossword," a brand from India which started as a platform for bookselling, is finding difficult in recent times to survive in the market with people accessing books online or purchasing books online. The company has always tried to work on the innovation model to survive in the market.To be there in such a competitive market, it is important to streamline how the company should go ahead. The marketing team is not clear on what that should be, which should be the focus of their marketing plan. Should they start giving more emphasis to other divisions or book should be the basic source of their revenue model? They are also not clear that investing on communication will give them good returns. [ABSTRACT FROM AUTHOR]

An introduction is presented in which the editor discusses various reports within the issue on topics including slavery, the South Sea Bubble, and book advertising in the newspaper "The Post Boy."

The article deals with the relevant classifications of advertising genres. The author believes that the use of such classifications should take into account the features of the advertised product, as the genre composition of advertisements of different product groups differs substantially. It is shown, that in book advertisement the main form of promotion is represented by a modified abstract, and in its original form it is only used to promote educational literature. In other cases, it is a form of genre imitation, either directly or indirectly associated with the advertised kind of literature, and in this case, it is not only the genre's general structure, but also the peculiarities of linguistic realization of the text corresponding to the functional style. The article analyzes the forms of stylization which are peculiar for advertising art and religious literature as well as non-fiction works about business, healthy life style, psychology, fashion, etc. As a result, the author identifies two main groups of such stylizations: 1) stylization to the books' genres (short story – for fiction, sermon – for religious literature, etc); 2) stylization to the genres, explicitly designed to endorse the content of the advertised literature (review – for fiction, customer reviews – for literature about the business, healthy life style, etc.).

This article offers detailed analysis of the patterns of book advertising in Marchamont Nedham's government-sponsored newsbook, Mercurius Politicus. It contends that, for a brief period, Politicus was the nearest thing that the mid-seventeenth century had to a literary periodical and contests standard accounts that Politicus was only successful because government monopoly made it so. Instead I show that Politicus was instrumental in creating an image of the Commonwealth and Protectorate as a Republic of Letters; the cheap print of its small advertisements insisted that the publication of a book was an event, that London was a city of the book, and that its inhabitants might respond to the uncertainty of political revolution by eagerly imagining a future comprised of new books as yet unread. [ABSTRACT FROM AUTHOR]

Copyright of Imago (22549633) is the property of IMAGO Revista de Emblematica y Cultura Visual and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

An essay is presented on interactions of author Charles W. Chesnutt with his book publisher Houghton, Mifflin & Co. and racial paratext, Topics include Chesnutt's writing style adapted from realist short stories and plantation fiction, mixed-race identity, and advertising campaigns and strategies for books like "The Conjure Woman."

Book trailers are a newer medium of video advertising intended to entertain and entice viewers into reading the featured book. So far, there has been little research on this form of persuasive digital storytelling, for which few established conventions yet exist. This article summarizes the results of a content analysis of 30 book trailers published on YouTube by the erstwhile 'Big Six' publishers' young adult imprints. The content analysis uncovered patterns and indicators of rhetorical success among these video advertisements, which suggest some recommendations for publishers to consider when creating book trailers in the future. [ABSTRACT FROM AUTHOR]

Novelty held a special attraction for book buyers in the sixteenth and seventeenth centuries, but new texts carried more risk for the publisher than titles already proven to be good sellers. Canny bookseller-publishers therefore adopted a publishing strategy that would benefit from the commercial safety of proven sellers while simultaneously exploiting the cachet of the ‘new’. They could maximise the sales potential of a book by reprinting an already market-tested text but repackaging it with new and improved ingredients, often provided by the text's original author. Such enlargements were never left unpublicised on the title page which, as the primary means of marketing texts in the early modern book trade, had to function both as a dust-jacket-style advertisement intended for bookstall browsers, and as a discrete advertisement posted remote from the physical volume. Given the safe bet of reprints and the marketability of new material, the promotional nature of title pages therefore necessitated revised, augmented, or otherwise enlarged editions to be produced by the author and bookseller to attract attention and sales. [ABSTRACT FROM PUBLISHER]

Copyright of Études Françaises is the property of Presses de l'Universite de Montreal and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

The article presents book advertisements and information on the Congressional Fellowship of the American Political Science Association.