Chapter

Reaching a National Market

in Steam-Powered Knowledge

Published by University of Chicago Press

Published in print February 2012 | ISBN: 9780226276519
Published online March 2013 | e-ISBN: 9780226276540 | DOI: http://dx.doi.org/10.7208/chicago/9780226276540.003.0004
Reaching a National Market

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This chapter considers the Edinburgh publishing trade. Edinburgh was the second center of the British book trade, and launching Chambers's Journal there brought both advantages and disadvantages. William Chambers had to overcome some serious challenges to distribute his publication throughout Britain and beyond. An innovative use of stereotype plates would provide the solution. The natural market for Chambers's Journal was the lowlands and south of Scotland. At the launch of the Journal, William had the advantage of a literate local market with an interest in instruction, and quickly realized that stereotype plates could streamline the system of two-center printing. Thus, moving so quickly to two-center printing was a brave and confident move, placing great trust not merely in William Orr's capabilities but in the future success of the Journal itself.

Keywords: stereotype plates; Edinburgh publishing trade; British book trade; Chambers's Journal; William Chambers; Scotland; two-center printing; William Orr

Chapter.  5430 words.  Illustrated.

Subjects: History of Science and Technology

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