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The Brand of Print

Marketing Paratexts in the Early English Book Trade

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Andrea Silva

The Brand of Print offers a comprehensive analysis of the ways printers, publishers, stationers, and booksellers designed paratexts to market printed books as cultural commodities. This study traces envoys to the reader, visual design in title pages and tables of contents, and patron dedications, illustrating how the agents of print branded their markets by crafting relationships with readers and articulating the value of their labor in an increasingly competitive trade. Applying terms from contemporary marketing theory to the study of early modern paratexts, Andie Silva encourages a consideration of how print agents' labor and agency, made visible through paratextual design, continues to influence how we read, study, and digitize early modern texts.

Evina Steinova

Abstract

Manuscript fragment Chicago, Newberry Library, Masi Fragm. 14 was previously misidentified as containing an unknown sermon or biblical excerpts. It is, in fact, a remnant of large-format deluxe Bible containing a set of Spanish prefaces to the Pauline epistles. These prefaces identify the deluxe codex as a descendant of a Theodulf Bible, a scholarly revision of the biblical text produced in the first decades of the ninth century by Theodulf of Orleans. Only seven copies of the Theodulf Bible are known. It is thus relevant that the Newberry fragment may have been dependent on another, previously unknown copy that was kept in one of the large monasteries of northwestern France, from which the fragment most probably comes. Because of its provenance from Haspres, the deluxe manuscript may have been produced in the nearby abbey of St. Vaast in Arras or perhaps by the community of the abbey of Jumièges.

Jana Klingenberg

Abstract

This paper investigates the history of the De Burger-Leeskring and the impact it had on Afrikaans literature and cultural development. It places the development of Nasionale Pers and the Afrikaans language within the context of South Africa’s history and the development of language, politics and culture, as well as considering book clubs or readers’ circles and their purpose within this context. This paper uses Bourdieu’s classification of different kinds of capital—specifically cultural capital and financial capital—to evaluate the success of this Leeskring [Reader’s Circle]. It was found that although not financially successful, the Leeskring’s influence on Afrikaans literature was vast.

Marita Mathijsen

Abstract

Until the middle of the nineteenth century no scholarly edition had been published of the complete works of the most renowned poet and playwright of the Dutch Golden Age: Joost van den Vondel (1587-1679). Jacob van Lennep, one of the most renowned authors of the nineteenth century, took it upon himself to edit such a publication, augmented with especially-made illustrations, a biography and explanatory notes. It was published in twelve volumes by Hijman Binger in Amsterdam between 1850 and 1869. The project took much longer than Van Lennep could foresee, because there were many widespread works and editions of Vondel’s writings that had never been studied before. Although there were quite a few subscriptions, the project did not do well financially. In 1862 Van Lennep founded a ‘Society for the Continued Edition and Exploitation of the Works of J. van Vondel’, with shares of a thousand florins each.

After completion of the de luxe edition Binger and Van Lennep would also publish a trade edition, but another publisher beat them to it. He was charged with plagiarism, but Binger and Van Lennep lost the lawsuit as the copyright laws of the time were not in their favour. When Van Lennep died in August 1868, he had just completed the last volume.

Rietje van Vliet

Abstract

The microhistory of the Amsterdam-based Sebastiaan Petzold († 1704) demonstrates that in the Early Modern Period booksellers without a network were hardly able to manage professionally in the Republic of Letters. Petzold relied especially on patronage from Socinianist circles. The Socinian theologian Samuel Crellius (1660-1747) saw to it that Petzold was able to publish three highly controversial Socinian works, including the notorious Platonisme devoilé (1700). Petzold was also introduced to some prominent English booksellers thanks to Crell, which provided him with access to the international market. Another patron was the Berlin court preacher Daniel Ernst Jablonski (1660-1741), who recommended Petzold to Gottfried Wilhelm Leibniz. In Amsterdam the literary society ‘In Magnis Voluisse Sat Est’ commissioned Petzold to publish the complete works of Lucretius, an Epicurean work which was a favourite in anti-clerical circles. In spite of this support, in the end Petzold was besieged by creditors, instead of authors thronging at his door.