Specialist Markets in the Early Modern Book World (Library of the Written Word / Library of the Written Word -)

'Specialist Markets in the Early Modern Book World', edited by Richard Kirwan and Sophie Mullins, investigates an underexplored yet important facet of early modern book production. Bringing together 19 detailed case studies, this volume considers and reconstructs the characteristics of specialist book production in the early modern period. In particular it explores the motives that led to specialisation ranging from the desire for profit on the part of risk-taking, entrepreneurial individuals or family firms to the more propagandist or missionising aims of corporate groups who subsidised production, often without regard for profit. The book also explores the economic and personal pressures and perils that accompanied specialist production, which was often a risk-laden enterprise that could end in financial and social ruin.-- Provided by publisher Specialist Markets in the Early Modern Book World 4 Contents 6 Acknowledgements 10 List of Figures 11 Notes on Contributors 15 Richard Kirwan: Introduction: The Risks, Rewards and Perils of Specialisation 22 Specialist Book Production: A Spectrum of Risk 24 A High Risk Speculation: The Cultivation of New Markets and Tastes 24 B Demand and Supply: The Satisfaction of Existing Appetites 27 C ‘Print On-demand’: Reader-led Specialisation 30 D ‘Not for Profit’ Publication: Subsidised Specialisation 32 Specialisation: A Formula for Success? 33 Part 1: High Risk Speculation: The Cultivation of New Markets and Tastes 36 1 Andrew Pettegree: Tabloid Values: On the Trail of Europe’s First News Hound 38 2 John Roger Paas: The Changing Landscape of the Competitive Nuremberg Print Trade: The Rise and Fall of Paulus Fürst (1608–1666) 56 3 Massimo Petta: Networks of Printers and the Dissemination of News: The Case of Milan in the Sixteenth and Seventeenth Centuries 85 Preliminary Notes 85 Avvisi a stampa: Physical Features 86 Textual Features 87 Milanese avvisi in the Sixteenth Century 88 The Rise of the Malatestas in the Seventeenth Century 90 The 1598–99 Festivals 90 The Circulation of News: The Network Mode of Operation 92 Marco Antonio Benvenuto, a Roman Counterpart 94 The Landslide of Piuro 97 The Malatestas’s Dominion over the Milanese Printed News Market 100 “Matters of State and War”: The Privilege over News 103 A Panoply of News 104 4 Ursula Rautenberg: New Books for a New Reading Public: Frankfurt “Melusine” Editions from the Press of Gülfferich, Han and Heirs 106 Frankfurt as a Publishing Centre in the Second Half of the Sixteenth Century 106 Specialisation and Monopoly: Publication Programme and ‘Volksbuch’ Production of the Firm Gülfferich, Han and Heirs 108 The Press under the Direction of its Founder Hermann Gülfferich 110 The Publishing Firm under the Direction of Weigand Han 111 The Third Generation: Weigand Han heirs, Kilian and Hartmann Han 113 Conclusion 116 New Product Strategies: The Development of ‘Reader’s Editions’ as Exemplified by the Frankfurt “Melusine” Editions 117 Product Planning and the Book Market 117 The Development of ‘Reader’s Editions’ 118 Language, Orthography and Composition 119 The Image Cycles, their Tradition and the Use of the Material 120 Typography and Reading 121 The Editions Gülfferich 1549 and 1554 123 Han’s Editions of 1556 and before 1562 and the 1564 Edition of Han’s Heirs 124 Thomas Rebart 1571 and Paul Reffeler for Kilian Han 1577 124 Conclusion 126 Niche Publishing and Orientation Towards the Market and the Reader 129 5 Isabella Matauschek: Exotic Knowledge as Commodity: De Bry’s Historia Indiae Orientalis 131 Specialisation and Diversification: The Place of the Historia Indiae Orientalis Series in the de Brys’ Publishing Strategy 132 From Applied Knowledge to Humanist Scholarship 135 A German Linschoten: Georg Meister’s Reception of the India Orientalis Series in Baroque Splendour 137 The Social Representation of the Orient: The Impact of the Historia Indiae Orientalis Series 138 Conclusions 142 6 Bjørn Okholm Skaarup: The Unexpected Success of a Spanish Anatomy Book: Juan Valverde de Amusco’s Historia de la composicion del cuerpo humano (Rome, 1556), and its Many Later Editions 144 Part 2: Demand and Supply: The Satisfaction of Existing Appetites 164 7 Neil Harris: Poetic Gymnasium and Bibliographical Maze: Publishing Petrarch in Renaissance Venice 166 8 Amelie Roper: Poor Man’s Music? The Production of Song Pamphlets and Broadsheets in Sixteenth-Century Augsburg 196 Defining Song Pamphlets and Broadsheets 200 Patterns of Publication 210 A “Little Book of Songs”: The Use of Song Pamphlets in Sixteenth-Century Germany 214 Poor Man’s Music? 218 9 Iain Fenlon: Printed Polyphonic Choirbooks for the Spanish Market 220 Appendix I: Polyphonic Choirbooks Printed in Spain, 1556–1622 240 Appendix II: Segovia Cathedral: An Inventory of c.1620 241 Appendix III: Tarazona Cathedral: Printed Choirbooks 242 10 Nina Lamal: Publishing Military Books in the Low Countries and in Italy in the Early Seventeenth Century 244 Introduction 244 Military Books in the Low Countries 247 Italian Military Books in Antwerp 251 Reprints in Venice 254 Reprints in Milan 258 A Pan-European Book Market 259 Conclusion 261 11 Kate De Rycker: The Italian Job: John Wolfe, Giacomo Castelvetro and Printing Pietro Aretino 262 Lone Wolfe? 263 Specialised Markets 267 Aretino: Humanist or ‘Whore-Master’? 271 Changing Reputations 277 12 Pedro Rueda Ramírez and Lluís Agustí Ruiz: Early Printed Book Sale Catalogues from Seville: The Extension of the European Book Market into Mexico (1680–1689) 279 The Book Market in Seville and America 279 Sales Catalogues: The International Expansion of the European Book Market 280 The 1680 Catalogue 282 The 1682 and 1683 Catalogues 283 The 1687 Catalogue 286 The 1689 Catalogue 287 The Structure of the Catalogues 287 Tomás López de Haro, Merchant of Books 289 The Journey to the Americas: Supplying the Viceroyalties 290 Conclusions 292 Part 3: ‘Print On-Demand’: Reader-led Specialisation 294 13 Natasha Constantinidou: Printers of the Greek Classics and Market Distribution in the Sixteenth Century: The Case of France and the Low Countries 296 Printers of Greek Classics in the Low Countries 298 Printers of the Greek Classics in France 305 14 Rémi Mathis and Marie-Alice Mathis: Books in Foreign Languages: Publishing in the Netherlands, 1500–1800 315 Introduction 315 Methods 315 Languages of Publication in the Netherlands, 1500–1800 317 Which Languages Constitute the Specialised Market of Foreign Language Books? 323 Specialised Cities? 324 Does Size Matter? 330 Conclusion 332 15 David McKitterick: Tutor to Prince Henry: Adam Newton and an International Court in the Making 333 16 Nikolaus Weichselbaumer: “Quod Exemplaria vera habeant et correcta”: Concerning the Distribution and Purpose of the Pecia System 352 The Pecia System 352 Italy 353 France 359 England 365 Spain 367 Comparison 369 The Disappearance of the Pecia System 370 Conclusion: The Purpose of Pecia Systems 371 17 Huub van der Linden: Profit, Patronage and the Cultural Politics of Music Printing in Eighteenth-Century Italy: The Family and Finances of Giuseppe Antonio Silvani 372 Part 4: ‘Not For Profit’ Publication: Subsidised Specialisation 392 18 Paul Shore: A Unique Seventeenth Century Rusyn Catechism and the Jesuit Connection 394 19 Zsuzsa Barbarics-Hermanik: European Books for the Ottoman Market 410 Introduction 410 The Ottoman Market 412 Specialist Books for the Ottoman Market 416 Conclusion 426 Index 428 Acknowledgements List of Figures Notes on Contributors Introduction: The Risks, Rewards and Perils of Specialisation 1 Richard Kirwan Part 1. High Risk Speculation: The Cultivation of New Markets and Tastes 1 Tabloid Values: On the Trail of Europe’s First News Hound Andrew Pettegree 2 The Changing Landscape of the Competitive Nuremberg Print Trade: The Rise and Fall of Paulus Fürst (1608–1666) John Roger Paas 3 Networks of Printers and the Dissemination of News: The Case of Milan in the Sixteenth and Seventeenth Centuries Massimo Petta 4 New Books for a New Reading Public: Frankfurt “Melusine” Editions from the Press of Gülfferich, Han and Heirs Ursula Rautenberg 5 Exotic Knowledge as Commodity: De Bry’s Historia Indiae Orientalis Isabella Matauschek 6 The Unexpected Success of a Spanish Anatomy Book: Juan Valverde de Amusco’s Historia de la composicion del cuerpo humano (Rome, 1556), and its Many Later Editions Bjørn Okholm Skaarup Part 2. Demand and Supply: The Satisfaction of Existing Appetites 7 Poetic Gymnasium and Bibliographical Maze: Publishing Petrarch in Renaissance Venice Neil Harris 8 Poor Man’s Music? The Production of Song Pamphlets and Broadsheets in Sixteenth-Century Augsburg Amelie Roper 9 Printed Polyphonic Choirbooks for the Spanish Market Iain Fenlon 10 Publishing Military Books in the Low Countries and in Italy in the Early Seventeenth Century Nina Lamal 11 The Italian Job: John Wolfe, Giacomo Castelvetro and Printing Pietro Aretino Kate De Rycker 12 Early Printed Book Sale Catalogues from Seville: The Extension of the European Book Market into Mexico (1680–1689) Pedro Rueda Ramírez and Lluís Agustí Ruiz Part 3. ‘Print On-Demand’: Reader-led Specialisation 13 Printers of the Greek Classics and Market Distribution in the Sixteenth Century: The Case of France and the Low Countries Natasha Constantinidou 14 Books in Foreign Languages: Publishing in the Netherlands, 1500–1800 Rémi Mathis and Marie-Alice Mathis 15 Tutor to Prince Henry: Adam Newton and an International Court in the Making David McKitterick 16 “Quod Exemplaria vera habeant et correcta”: Concerning the Distribution and Purpose of the Pecia System Nikolaus Weichselbaumer 17 Profit, Patronage and the Cultural Politics of Music Printing in Eighteenth-Century Italy: The Family and Finances of Giuseppe Antonio Silvani Huub van der Linden Part 4. ‘Not For Profit’ Publication: Subsidised Specialisation 18 A Unique Seventeenth Century Rusyn Catechism and the Jesuit Connection Paul Shore 19 European Books for the Ottoman Market Zsuzsa Barbarics-Hermanik Index