Trading Words: Poetry, Typography and Illustrated Books in the Modern Literary Economy - Hardcover

Inhaltsangabe

Between the turn of the century and about 1940, dramatic changes took place in both British and American print culture. Publishers scrambled as new markets developed or were created via advertising. Lithographers and designers helped establish the pre-eminence of "modern" aesthetics. And the centuries-old printing industry was transformed by unprecedented technological advances. This text examines these developments in a study of the economics of literary design. It investigates how writers sold their poetry by marketing their reputations, how book printers used American literature to break the long hold of European classics on the mass market literary imagination, and how direct mail and advertising made or broke subscription publishing enterprises during the 1930s. Drawing on rare books and manuscript materials from collections in the history of printing and marketing, this book surveys the development of 20th-century "mass culture" and reinterprets the philosophies, ideals, and schemes of the poets, typographers, and publishers who succeeded in capturing the public imagination.

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