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4. The Pubishing Trade in the Last Quarter of the Eighteenth Century

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Chapter Summary

Eighteenth-century newspapers prove to be highly informative for those studying reading culture in a more limited sense. The advertisements indicate that distinction between publishing and the remainders business in the second half of the eighteenth century was extraordinarily blurred. Publishers kept a close eye on reviews of the books on their lists and exploited them in advertisements to impress their readers, as it is seen from the exhaustive summaries of reviews with which Blussé and his colleagues regularly regaled their readers. Holtrop was not the only eighteenth-century publisher to woo his public with the promise of a series that would make all other books superfluous. The other encyclopaedias and works of reference that were genuinely Dutch were not wide-ranging, as Holtrop intended his work to be, confining themselves to a specific field of knowledge. The patriotic nature of the series seems to have brought Blussé well-disposed reviewers and, free publicity.

Keywords: advertisement; eighteenth century; Holtrop; Netherlands; pubishing trade



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