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Full download Marketing English Books, 1476-1550: How Printers Changed Reading Alexandra Da Costa file pdf all chapter on 2024
Full download Marketing English Books, 1476-1550: How Printers Changed Reading Alexandra Da Costa file pdf all chapter on 2024
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OUP CORRECTED AUTOPAGE PROOFS – FINAL, 26/8/2020, SPi
Marketing English
Books, 1476–1550
How Printers Changed Reading
ALEXANDRA DA COSTA
1
OUP CORRECTED AUTOPAGE PROOFS – FINAL, 26/8/2020, SPi
3
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© Alexandra da Costa 2020
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First Edition published in 2020
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Published in the United States of America by Oxford University Press
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Library of Congress Control Number: 2020935999
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OUP CORRECTED AUTOPAGE PROOFS – FINAL, 26/8/2020, SPi
The monograph series Oxford Studies in Medieval Literature and Culture showcases
the plurilingual and multicultural quality of medieval literature and actively seeks to
promote research that not only focuses on the array of subjects medievalists now
pursue—in literature, theology, and philosophy, in social, political, jurisprudential, and
intellectual history, the history of art, and the history of science—but also that
combines these subjects productively. It offers innovative studies on topics that may
include, but are not limited to, manuscript and book history; languages and literatures
of the global Middle Ages; race and the post-colonial; the digital humanities, media
and performance; music; medicine; the history of affect and the emotions; the
literature and practices of devotion; the theory and history of gender and sexuality,
ecocriticism and the environment; theories of aesthetics; medievalism.
OUP CORRECTED AUTOPAGE PROOFS – FINAL, 26/8/2020, SPi
OUP CORRECTED AUTOPAGE PROOFS – FINAL, 26/8/2020, SPi
For my parents
OUP CORRECTED AUTOPAGE PROOFS – FINAL, 26/8/2020, SPi
OUP CORRECTED AUTOPAGE PROOFS – FINAL, 26/8/2020, SPi
Acknowledgements
Contents
Introduction 1
I. DEVOTIONAL READING
1. Sweet Consolation: Catechetical and Contemplative Guides 31
2. Dangerous Fruit: Selling Forbidden Books 63
Bibliography 241
Index of Printed Books 263
General Index 267
OUP CORRECTED AUTOPAGE PROOFS – FINAL, 26/8/2020, SPi
OUP CORRECTED AUTOPAGE PROOFS – FINAL, 26/8/2020, SPi
List of Figures
List of Abbreviations
In the interests of brevity, I have provided only STC numbers for all books printed
in England or for an English readership. Books printed in Europe for either an
international market or another country are referred to by their ISTC number if
printed before 1501 and by their USTC number if printed afterwards, though the
latter’s coverage is not yet perfect. I have used the dates from the relevant
catalogue, except where noted. Where copy-specific features are discussed
I provide identifying information for that copy in the footnotes.
In my own transcriptions for ease of reading and to increase accessibility,
abbreviations have been expanded and italicized, roman numerals silently
replaced by either words or Arabic numerals as appropriate and thorns silently
replaced by th. Virgules have been changed to commas, but punctuation has
otherwise been left unchanged unless it interferes with intelligibility. Titles of
editions have been modernized. Pages are usually referred to by signature, except
where the original has folio numbers. Very occasionally, where neither signatures
nor folio numbers have been supplied by the printer, I use the unmarked folio
number or other locator, such as chapter title.
OUP CORRECTED AUTOPAGE PROOFS – FINAL, 26/8/2020, SPi
OUP CORRECTED AUTOPAGE PROOFS – FINAL, 26/8/2020, SPi
Introduction
This observation is as true of printers in the late fifteenth and early sixteenth
centuries as it is for publishers in the twenty-first century. Until the advent of
print, the sale of books had been primarily a ‘bespoke trade’, but printers faced a
new sales challenge: how to sell hundreds of identical books to individuals.² This
drove printers to think carefully about (what we now call) marketing and potential
demand, for even if they sold through a middleman—as most did—that whole-
saler, bookseller, or chapman needed to be convinced the books would attract
customers.³ Marketing English Books sets out, therefore, to show how markets for
particular kinds of work were cultivated by printers between 1476 and 1550 by
focusing on three broad (but not wholly discrete) categories: religious reading,
¹ John Thompson, Merchants of Culture: The Publishing Business in the Twenty-First Century
(2010), p. 21.
² Graham Pollard, ‘The English Market for Printed Books: The Sandars Lectures, 1959’, in
Publishing History: The Social, Economic and Literary History of Book, Newspaper and Magazine
Publishing 4 (1978): pp. 7–48, p. 10. On speculative production of manuscripts, see Linne Mooney,
‘Vernacular Literary Manuscripts and their Scribes’, in The Production of Books in England 1350–1500,
edited by Alexandra Gillespie and Daniel Wakelin (2011), pp. 192–211; J.J.G. Alexander, ‘Foreign
Illuminators and Illuminated Manuscripts’, in CHBB III, pp. 47–64, p. 53; A.I. Doyle, ‘The English
Provincial Book Trade before Printing’, in Six Centuries of the Provincial Book Trade in Britain, edited
by Peter Isaac (1990), pp. 13–29, p. 17; and Carol M. Meale, ‘Patrons, Buyers and Owners: Book
Production and Social Status’, in Book Production and Publishing in Britain 1375–1475, edited by
Jeremy Griffiths and Derek Pearsall (1989), pp. 201–38, p. 218.
³ This book is inspired by A.S.G. Edwards and Carol M. Meale’s seminal article, ‘The Marketing of
Printed Books in Late Medieval England’, which began to explore how early printers approached ‘what
we would now term “marketing”: the identification of ways in which printed books could annex
existing markets or establish new ones’. The Library, s6–15 (1993): pp. 95–124, p. 95, doi.org/10.1093/
library/s6-15.2.95. See also Tamara Atkin and A.S.G. Edwards, ‘Printers, Publishers and Promoters to
1558’, in A Companion to the Early Printed Book in Britain 1476–1558, edited by Vincent Gillespie and
Susan Powell (2012), pp. 27–44.
Marketing English Books, 1476–1550: How Printers Changed Reading. Alexandra da Costa, Oxford University Press (2020).
© Alexandra da Costa.
DOI: 10.1093/oso/9780198847588.001.0001
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VI. KAPITEL. [←]
Köln.
Unter diesen war die rheinische, nach dem
Hauptorte KÖLN gewöhnlich die Kölnische Malerschule genannt, die
bedeutendste. Sie zeichnete sich durch ideales Streben im Dienste
der Kirche aus. Ihr eigentümlich waren demgemäss die schlanken,
duftigen Gestalten mit heiligem Gesichtsausdruck in weichen Farben
auf Goldgrund gemalt. Rundere, gedrungenere Formen entstanden
erst beim Schärferwerden der fortschreitenden Naturbeobachtung
und der Vervollkommnung der Technik. Wie früher die Menschen der
Künstler mehr Heilige waren, so wurden jetzt die Heiligen mehr
gewöhnliche Menschen.
Aus der grossen Zahl von Zeichnern für Formenschnitt von der
Mitte des xvi. Jahrhunderts ab sind nur wenige nennenswert, unter
diesen besonders: Virgilius Solis, Jost Amann, Peter Flötner und
Melchior Lorch.