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The Rise of Multicultural AmericaEconomy and Print Culture, 1865-1915$
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Susan L. Mizruchi

Print publication date: 2009

Print ISBN-13: 9780807832509

Published to North Carolina Scholarship Online: September 2014

DOI: 10.5149/9780807887967_mizruchi

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PRINTED FROM UNIVERSITY OF NORTH CAROLINA PRESS SCHOLARSHIP ONLINE (www.northcarolina.universitypressscholarship.com). (c) Copyright University of North Carolina Press, 2021. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in NCSO for personal use.date: 17 September 2021

Marketing Culture

Marketing Culture

(p.138) 5 Marketing Culture
The Rise of Multicultural America

Susan L. Mizruchi

University of North Carolina Press

This chapter focuses on the time during the late nineteenth century, when, for the first time, advertisements, literature, and images from photographic to painterly were packaged together as mutually enhancing products. In addition to greater profits for authors, advertisements gave the literature they appended the aura of modernity. To appear beside an intelligently conceived advertisement for Sapolio soap in a widely circulating magazine conferred upon a story by William Dean Howells a stamp of relevance. The increasingly common practice of serializing novels, biographies, memoirs, and so on in magazines also provided indispensable advertising for forthcoming books. One publisher testifying in 1885 before a Senate Patents Committee considering international copyright stated: “It is impossible to make the books of most American authors pay unless they are first published and acquire recognition through the columns of the magazines. If it were not for that one saving opportunity of the great American magazines . . . American authorship would be at a still lower ebb than at present.”

Keywords:   advertisements, literature, mutually enhancing products, aura of modernity, William Dean Howells, stamp of relevance

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