THE MARKETING OF THE FIRST FOLIO A CENTURY AFTER SHAKESPEARE DIED. Mary Jane told me about the three fortunate events in the early 1700’s that led to the publishing success of the First Folio before she made her post on her blog. We were sitting and reading our books and she summarized with excitement part of Paul Collins’s book.
How did it come about that one publisher accounted for sales of 10,000 copies of individual Shakespeare plays?
First, the greatest critic of the age, Samuel Johnson, published wonderful essays about Shakespeare’s comedies and tragedies. You can assess the possible importance of favorable reviews.
Second, the greatest poet of the age, Alexander Pope, edited an edition of the plays. Pope’s edition was savagely attacked by another editor. You can assess the possible importance of a literary feud.
Third, two publishers got involved in a price war in which they were selling books for below cost.I am inclined to think that the price war was the most important factor (low prices increase demand).
The link to Mary Jane’s blog is here.