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2015 ; 69
(3
): 261-76
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THE PROFITS AND PERILS OF PUBLICITY: ALLGEMEINE LITERATUR- ZEITUNG, THE THURN UND
TAXIS POST, AND THE PERIODICAL TRADE AT THE END OF THE EIGHTEENTH CENTURY
#MMPMID26495577
Broman T
Notes Rec R Soc Lond
2015[Sep]; 69
(3
): 261-76
PMID26495577
show ga
Recent historiography on the growth of periodical publishing has emphasized
newspapers and journals as constituents of an emergent communications system in
early modern Europe. This system comprised the newspapers, journals and other
publications that contributed its content, and also the postal systems that were
the principal method of distributing that content. This article describes how the
growth of this system in central Europe was supported in large measure by
financial incentives that it offered to both constituents. First, in contrast
with postal systems in France and the UK, the Thurn und Taxis Reichspost inserted
itself as a middleman in the sale of periodicals, which gave the Reichspost an
incentive to promote the trade. Second, the financial conditions for periodical
publication made their costs depend more heavily on costs that were scalable to
circulation than is true today, which resulted in the viability of publications
with a lower circulation. The same cost structure also made it possible for
certain prominent periodicals of the era to earn considerable profits for their
publishers, as illustrated in this article by Allgemeine Literatur-Zeitung, which
was published in Jena from 1785.