Advertisements are all around us. As I am writing this post, waiting in an airport lobby, I can only escape them if I close my eyes and cover my ears. Marketing and advertising are practices dating back to medieval times and we encounter them even in the world of books. While rare, surviving book advertisements are fascinating because they highlight what salesmen thought potential buyers deemed important about their products. Advertisements form, in an unusual way, a unique keyhole view into the hearts and minds of readers that lived a thousand years ago. Fascinatingly, surviving book advertisements come in very recognisable – modern – formats: some are window displays, others are spam in books, and yet others are flyers posted in public places.
Fig. 1 – The Hague, Royal Library, 76 D 45 (advertisement sheet, c. 1450) – Source
While still rare, the most common surviving book advertisement from medieval times is the so-called…
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