Chapter

Niche Marketing for Late Imperial Fiction

Robert E. Hegel

in Printing and Book Culture in Late Imperial China

Published by University of California Press

Published in print July 2005 | ISBN: 9780520231269
Published online March 2012 | e-ISBN: 9780520927797 | DOI: http://dx.doi.org/10.1525/california/9780520231269.003.0006
Niche Marketing for Late Imperial Fiction

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This chapter aims to demonstrate configurations of niche marketing for works of fiction, a generally less- well-studied category of books, during the late Ming and Qing periods in China. It describes who read what and how the expectations of the reading audiences of late imperial China were served by its printers and booksellers. If extant examples are to be trusted as representing the full range of late Ming printing practices, then we may conclude that the fiction-buying public of the seventeenth century included relatively affluent readers, probably those who had studied for the civil service examinations.

Keywords: fiction; niche marketing; China; reading audiences; printers; booksellers; affluent readers

Chapter.  11869 words.  Illustrated.

Subjects: Asian History

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