LITERATURE FOR THE T BUSINESS MAN EARLY BOOK ADVERTISEMENTS HE early printers explained in prefaces to the books they published the reasons for their choice of these books. Frequently they were urged to issue famous books of antiquity or to compile volumes of the works of famous authors. They also had an opportunity in their prefaces to emphasize the chief selling points of the book. They used them as the modern publisher uses the jacket, to advertise a new book. Such prefaces were among the earliest specimens of printed advertising. I. Caxton's Original Preface (1485) One of the greatest of English printers, William Caxton, had been Governor of the Company of Merchant Adventures in Bruges, where he carried on the business of a mercer. He occupied his leisure moments in translating French books into English. Later he became interested in printing, learned the trade, and set up his press at Westminster in 1476. By this act he became the introducer of printing into England. Malory's "Le Morte D'Arthur" he was persuaded to publish because Arthur was the national hero. Also this book offered examples of "the noble acts of chivalry" and of "the gentle and virtuous deeds." Caxton, therefore, felt that it would help to restore the almost forgotten chivalry and act as a guide to upright living. He urges his customers to purchase it not only for pleasant reading but for profitable following. II. Printer to Gentle Reader (1591) William Ponsonby, whose shop was in "Paules Churchyard at the Signe of the Bishop's Head," published Spenser's Faerie Queene in 1590. As the poeni was well received, he determined the next year to bring out some of the minor poems by the same author. These he recommended to his patrons in a short preface. III. Preface to Shakespeare Folio (1623) John Heming and Henry Condell were actors who had been members of Shakespeare's company at Blackfriars Theater. They compiled the folio from manuscripts used by the company and from the various quarto editions. Of the thirty-seven plays generally accredited to Shakespeare, they omitted one, Pericles. From the first paragraph of their preface it is evident that they undertook the publishing of the folio because they believed the popularity of the plays would cause a large demand for the book. They did their utmost to make the folio a "best seller" by urging the public to "buy it first." CAXTON'S ORIGINAL PREFACE TO MALORY'S After that I had accomplished and finished divers histories, as well of contemplation as of other historical and worldly acts of great conquerors and princes, and also certain books of ensamples and doctrines, many noble and divers gentlemen of this realm of England came and demanded me, many and ofttimes, wherefore that I have not do made and imprinted the noble history of the Sangreal, and of the most renowned Christian king, first and chief of the three best Christian and worthy, King Arthur, which ought most to be remembered among us English men tofore all other Christian kings. For it is notoriously known through the universal world that there be nine worthy and the best that ever were. That is to wit three paynims, three Jews, and three Christian men. As for the paynims they were tofore the Incarnation of Christ, which were named, the first Hector of Troy, of whom the history is come both in ballad and in prose; the second Alexander the Great; and the third Julius Cæsar, Emperor of Rome, of whom the histories be well-known and had. And as for the three Jews which also were tofore the Incarnation of our Lord, of whom the first was Duke Joshua which brought the children of Israel into the land of behest; the second David, King of Jerusalem; and the third Judas Maccabæus: of these three the Bible rehearseth all their noble histories and acts. And sith the said Incarnation have been three noble Christian men stalled1 and admitted through the universal world into the number of the nine best and worthy, of whom was first the noble Arthur, whose noble acts I purpose to write in this present book here following. The second was Charlemagne or Charles the Great, of whom the history is had in many places both in French and English; and the third and last was Godfrey of Bouillon, of whose acts and life I made a book unto the excellent prince and king of noble memory, King Edward the Fourth. The said noble gentlemen instantly required me to imprint the history of the said noble king and conqueror, King Arthur, and of his knights, with the history of the Sangreal, and of the death and ending of the said Arthur; affirming that I ought rather to imprint his acts and noble feats, than of Godfrey of Bouillon, or any of the other eight, considering that he was a man born within this realm, and king and emperor of the same; and that there be in French divers and many noble volumes of his acts, and also of his knights. To whom I answered, that divers men hold opinion that there was no such Arthur, and that all such books as be made of him be but feigned and fables, by cause that some chronicles make of him no mention nor remember him no thing, nor of his knights. Whereto they answered and one in special said, that in him that should say or think that there was never such a king called Arthur, might well be 3 credited great folly and blindness; for he said that there were many evidences of the contrary: first ye may see his sepulture in the Monastery of Glastonbury. And also in Polichronicon, in the fifth book the sixth chapter, and in the seventh book the twenty-third chapter, where his body was buried and after found and translated into the said monastery. Ye shall see also in the history of Bochas, in his book De Casu Principum, part of his noble acts, and also of his fall. Also Galfridus in his British book recounteth his life; and in divers places of England many remembrances be yet of him and shall remain perpetually, and also of his knights. First in the Abbey of Westminster, at Saint Edward's shrine, remaineth the print of his seal in red wax closed in beryl, in which is written Patricius Arthurus, Britannie, Gallie, Germanie, Dacie, Imperator. Item in the castle of Dover ye may see Gawine's skull and Craddock's mantle; at Winchester the Round Table: at other places Launcelot's sword and many other things. Then all these things considered, there can no man reasonably gainsay but there was a king of this land named Arthur. For in all places, Christian and heathen, he is reputed and taken for one of the nine worthy, and the first of the three Christian men. And also he is more spoken of beyond the sea, more books made of his noble acts than there be in England, as well in Dutch, Italian, Spanish, and Greek, as in French. And yet of record remain in witness of him in Wales, in the town of Camelot, the great stones and marvellous works of iron, lying under the ground, and royal vaults, which divers now living hath seen. Wherefore, it is a marvel why he is no more renowned in his own country, save only it accordeth to the Word of God, which saith that no man is accept for a prophet in his own country. Then all these things foresaid alleged, I could not well deny |