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E-mail Message: I thought you might be interested in this item at http://www.worldcat.org/oclc/1117567563 Title: The Dutch republic and the birth of modern advertising Author: Arthur der Weduwen; Andrew Pettegree Publisher: Leiden ; Boston : Brill, [2020] ISBN/ISSN: 9789004413801 9004413804 OCLC:1117567563

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The Dutch republic and the birth of modern advertising

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The Dutch republic and the birth of modern advertising

Author:	Arthur der Weduwen; Andrew Pettegree
Publisher:	Leiden ; Boston : Brill, [2020]
Series:	Library of the written word., Handpress world ;, v. 59.; Library of the written word, v. 77.
Edition/Format:	Print book : EnglishView all editions and formats
Summary:	"With the birth of a serial press in the seventeenth century, the introduction of paid advertising was the most crucial step in pointing the newspaper industry towards a sustainable future. Here, as in so much else, the laboratory of invention was the seventeenth-century Dutch Republic. In this study, based on an exhaustive examination of the first 6,000 advertisements placed in Dutch newspapers between 1620 and Read more...
Rating:	(not yet rated) 0 with reviews - Be the first.
Subjects	Advertising, Newspaper -- Netherlands -- History -- 17th century. Netherlands -- Social conditions -- 17th century. 05.31 publicity. View all subjects
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Details

Genre/Form:	History
Additional Physical Format:	Online version: Weduwen, Arthur der, The Dutch republic and the birth of modern advertising Leiden ; Boston : Brill, [2020] (DLC) 2019046038
Document Type:	Book
All Authors / Contributors:	Arthur der Weduwen; Andrew Pettegree Find more information about:
ISBN:	9789004413801 9004413804
OCLC Number:	1117567563
Description:	xvii, 319 pages : illustrations ; 25 cm
Contents:	Newspapers and the birth of advertising -- Newspaper advertising and the book industry -- Profit and opportunity, networks and risk -- Commerce and public information -- No saints and precious few heroes -- Disaster and recovery: advertising in 1672 and the Williamite republic -- The Dutch republic and the future of advertising, I: home thoughts -- The Dutch republic and the future of advertising, II: beyond the Netherlands.
Series Title:	Library of the written word., Handpress world ;, v. 59.; Library of the written word, v. 77.
Responsibility:	by Arthur der Weduwen, Andrew Pettegree.

Abstract:

"With the birth of a serial press in the seventeenth century, the introduction of paid advertising was the most crucial step in pointing the newspaper industry towards a sustainable future. Here, as in so much else, the laboratory of invention was the seventeenth-century Dutch Republic. In this study, based on an exhaustive examination of the first 6,000 advertisements placed in Dutch newspapers between 1620 and 1675, Arthur der Weduwen and Andrew Pettegree chart the growth of advertising from an adjunct to the book industry, advertising newly published titles, to a broad reflection of a burgeoning consumer society. Businesses and private citizens used the newspapers to offer a wide range of goods and services, publicise new inventions, or appeal for help in recovering lost and stolen goods, pets or children. In these evocative, colourful and sometimes deeply moving notices, we see the beginnings of marketing strategies that would characterise the advertising world over the following centuries, and into the modern era"--

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