Buscando suscriptores: prospectos volantes, publicidad del libro y trabajo intelectual en América Latina
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Date
2023
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Universidad Catolica Silva Henriquez
Abstract
Los prospectos de suscripción constituyen una fuente principal en el estudio del comercio del libro. Como folletos buscadores de suscriptores para obras proyectadas, o de compradores para las ya publicadas, los prospectos ganaron un lugar entre los recursos de persuasión usados por impresores, libreros y letrados para concebir libros y ganar lectores. La difícil conservación de estos efímeros ha evitado, sin embargo, su uso regular como fuente investigativa para la historia del libro y la edición en América Latina. Por ello, este artículo analiza los usos de los prospectos a partir de una muestra de más de 80 piezas publicadas entre 1820 y 1920. Buscamos, así, identificar algunas de sus principales características, al tiempo que sugerimos la necesidad de entenderlos no solo como protagonistas cotidianos del comercio y la publicidad del libro, sino también como materiales que exhibían las estrategias y técnicas intelectuales de sus responsables.
Subscription prospectuses are a major source in the study of the book trade. As seekers of subscribers for projected books, or of buyers for those already published, prospectuses gained a place among the persuasive resources used by printers, booksellers, and lettered people to conceive books and gain readers. The difficult conservation of these ephemerals has, however, prevented their regular use as a research source for the history of books and publishing in Latin America. Therefore, this paper seeks to analyze the use of these leaflets based on a corpus of more than 80 pieces published between 1820 and 1920. We, thus, seek to identify some of its main characteristics, while suggesting the need to understand them as daily protagonists of the trade and advertising of the book, but also as materials that showed the strategies and intellectual techniques of their producers.
Subscription prospectuses are a major source in the study of the book trade. As seekers of subscribers for projected books, or of buyers for those already published, prospectuses gained a place among the persuasive resources used by printers, booksellers, and lettered people to conceive books and gain readers. The difficult conservation of these ephemerals has, however, prevented their regular use as a research source for the history of books and publishing in Latin America. Therefore, this paper seeks to analyze the use of these leaflets based on a corpus of more than 80 pieces published between 1820 and 1920. We, thus, seek to identify some of its main characteristics, while suggesting the need to understand them as daily protagonists of the trade and advertising of the book, but also as materials that showed the strategies and intellectual techniques of their producers.
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Keywords
Prospectos de suscripción, Volantes efímeros, Comercio del libro, Editores, América Latina, Subscription prospectuses, Ephemeral flyers, Book trade, Editors, Latin America