Abstract

ABSTRACTNovelty held a special attraction for book buyers in the sixteenth and seventeenth centuries, but new texts carried more risk for the publisher than titles already proven to be good sellers. Canny bookseller-publishers therefore adopted a publishing strategy that would benefit from the commercial safety of proven sellers while simultaneously exploiting the cachet of the ‘new’. They could maximise the sales potential of a book by reprinting an already market-tested text but repackaging it with new and improved ingredients, often provided by the text's original author. Such enlargements were never left unpublicised on the title page which, as the primary means of marketing texts in the early modern book trade, had to function both as a dust-jacket-style advertisement intended for bookstall browsers, and as a discrete advertisement posted remote from the physical volume. Given the safe bet of reprints and the marketability of new material, the promotional nature of title pages therefore necessitated revised, augmented, or otherwise enlarged editions to be produced by the author and bookseller to attract attention and sales.