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Full Description
This work offers the first English-language survey of the book industry in Renaissance Italy. Whereas traditional accounts of the book in the Renaissance celebrate authors and literary achievement, this study examines the nuts and bolts of a rapidly expanding trade that built on existing economic practices while developing new mechanisms in response to political and religious realities. Approaching the book trade from the perspective of its publishers and booksellers, this archive-based account ranges across family ambitions and warehouse fires to publishers' petitions and convivial bookshop conversation. In the process it constructs a nuanced picture of trading networks, production, and the distribution and sale of printed books, a profitable but capricious commodity.
Originally published in Italian as Il commercio librario nell'Italia del Rinascimento (Milan: Franco Angeli, 1998; second, revised ed., 2003), this present English translation has not only been updated but has also been deeply revised and augmented.
Contents
Acknowledgments
Introduction
Commercial networks
Chapter 1: The Commercial Network of The Company of Venice
Johannes de Colonia and Nicolaus Jenson
Peter Ugelheimer, The Creator of the Commercial Network
The Transfer of the Network to Ugolino di Fabriano and Giovan Pietro Bonomini
A Transfer of Control in Perugia
The Network Ceded to Gerhard Lof
A Transfer of Control in Siena
Giovan Pietro Bonomini: From Tuscany to Portugal
Chapter 2: The Development of Commercial Networks
The Giunti
1. The First Generation
2. The Second Generation
3. The Third Generation
4. The Giunti in Rome
The Gabiano Family
1. Giovanni Bartolomeo da Gabiano
Other Booksellers' Commercial Networks
1. Bernardino Stagnino
2. Giovanni Giolito de' Ferrari
3. The Sessa Family
4. The Varisco Family
Juridical Relations Among Wholesalers and Retailers
1. The Practice of Sales on Commission in the Book Trade
2. The Sale or Return Contract
3. Other Types of Relations Between Wholesalers and Retailers
Production
Chapter 3: Press Runs
Press Runs Inferred from the Zornale of Francesco de' Madi (1484-1488)
Geographical and Historical Oscillations
Press Runs in the Cinquecento
Chapter 4: Warehouses
The Market: From Local to Transnational
The Growth of Warehouses: The Warehouse of Sigismondo dei Libri (1484)
The Warehouse of Platone de' Benedetti (1497)
The Warehouse of Niccolò Gorgonzola (1537)
Book Warehouses in the Cinquecento
Book Warehouses and Paper Supplies
Chapter 5: Marks and Branches
Marks
1. Marks in Printed Books
2. Contention Over Marks
3. The History of an Emblematic Mark: The Giolito Phoenix
4. Non-Commercial Marks on Printed Books
Branches
1. The System of Branches
2. The Transnational System of Branches
3. The Gabiano Family in Lyon
4. The Manuzio Firm in Paris
5. The Branch System in Italy
6. The Giolito Branch Organization
The Giolito Branch in Naples (1545)
The Giolito Branch in Rome (1582?)
7. Branches and Marks
8. Branches and the Diffusion of Publishing Initiatives
9. Foreign Branches in Italy?
Chapter 6: The Book Privilege System
The Institution of the Privilege
Book Privileges
Literary Privileges
Venetian Legislation Regarding Printing (Up to 1540)
Venetian Legislation Regarding Printing (1540s to 1603)
Applying for a Privilege
Notification and Display of Privileges
The Privileged Printer
Pre-publication Censorship and Licencing
Book Privileges in Rome
The Great Venetian Bookmen and Papal Privileges
Selling and Distribution
Chapter 7: Distribution
Distribution among University Cities: Cultural Contacts and Fiscal Exemptions
Distribution from Venice
Middlemen
Chapter 8: Fairs
Italian Bookmen at the Frankfurt Fair
Pietro Perna (d. 1582)
Pietro Longo (d. 1588)
Giovan Battista Ciotti (d. after 1625)
Italian Books at the Frankfurt Fair
Italian Fairs
Venice, a Permanent Book Fair
Book Fairs in Italy
The Fairs of Recanati and Foligno
The Fair of Lanciano
A Bookseller at the Fairs: Bernardo d'Asola, Agent of the Gabiano Firm (1522)
Chapter 9: Retail Sales: Distribution Inside and Outside of Bookshops
Cartolai and Peddlers in the Diario of the Ripoli Press (1476-1484)
Cheap Print Sales Outside of Bookshops
The Sale of Books in Cartolai's Shops
Shop Sales: The Zornale of Francesco de' Madi (1484-1488)
The Price of Books
Chapter 10: Shop Inventories
The Characteristics of Shop Inventories
Inventories of the 1470s and 1480s
Inventories of the 1490s
Early Sixteenth-Century Inventories
Inventories in the University Cities: Giunti in Perugia; Giolito in Turin
and Pavia
Bookshop Inventories after 1550
Ferrara
Rome
Verona
Venice
Vicenza
Cremona
Milan
Table: Editions and Copies in Bookshops
Chapter 11: Managing a Bookstore
Internal Views
Inside the Shops: The Placement and Arrangement of Books
Bound Books, Used Books
Buying and Selling a Bookshop
Men of Letters and the Bookshop
Epilogue
Bibliography
Index
