The history of newspaper advertising began in the seventeenth-century Low Countries. The newspaper publishers of the Dutch Republic were the first to embrace advertisements, decades before their peers in other news markets in Europe. In this survey, Arthur der Weduwen and Andrew Pettegree have brought together the first 6,000 advertisements placed in Dutch and Flemish newspapers between 1620 and 1675. Provided here in an English translation, and accompanied by seven indices, this work provides for the first time a complete overview of the development of newspaper advertising and its impact on the Dutch book trade, economy and society. In these evocative announcements, ranging from advertisement for library auctions, the publication of new books, pamphlets and maps to notices of crime, postal schedules or missing pets, the seventeenth century is brought to life. This survey offers a unique perspective on daily life, personal relationships and societal change in the Dutch Golden Age.
Arthur der Weduwen is a Postdoctoral Research Fellow at the University of St Andrews and the author of Dutch and Flemish Newspapers of the Seventeenth Century and The Bookshop of the World: Making and Trading Books in the Dutch Golden Age (co-authored with Andrew Pettegree).
Andrew Pettegree is Professor of Modern History at the University of St Andrews and Director of the Universal Short Title Catalogue. He is the author of over a dozen books in the fields of Reformation history and the history of communication.
Preface List of Illustrations List of Tables Abbreviations Introduction Note on Methodology
Survey of Advertisements and Announcements
Advertisements and Announcements in Dutch Newspapers, 1621–1675 Advertisements and Announcements in Flemish Newspapers, 1620–1675 Index of Printers, Publishers and Booksellers Advertising in the Newspapers Index of Authors, Engravers, Editors and Translators of Books Advertised in the Newspapers Index of Book Auctions Advertised in the Newspapers Index of Auctioneers and Auction Catalogue Distribution Networks Index of the Art Market: Art, Prints and Collections Index of Commerce, Trades, Services and Subjects of Announcements in the Newspapers General Index Colour Images
All interested in the history of newspapers, advertising, consumer society, the book trade, the Dutch Republic and early modern Europe.