Advertisements are all around us. As I am writing this post, waiting in an airport lobby, I can only escape them if I close my eyes and cover my ears. Marketing and advertising are practices dating back to medieval times and we encounter them even in the world of books. While rare, surviving book advertisements are fascinating because they highlight what salesmen thought potential buyers deemed important about their products. Advertisements form, in an unusual way, a unique keyhole view into the hearts and minds of readers that lived a thousand years ago. Fascinatingly, surviving book advertisements come in very recognisable – modern – formats: some are window displays, others are spam in books, and yet others are flyers posted in public places.
While still rare, the most common surviving book advertisement from medieval times is the so-called ‘advertisement sheet’ from medieval writing masters (Fig. 1). Individuals who could write had a valuable gift, both intellectually and financially: they were able to duplicate any piece of writing, from short letters to full books; and they could do so for money. During the last three centuries of the Middle Ages (1200-1500) the demand for books rapidly increased, in part because of their cheaper production and the growing numbers of readers. Increased demand had a major impact on supply: urban professionals took over book production from the abbeys. They started to charge money, make profit, and build the commercial book market we still have today (more about such commercial activities in this blog post).
As more people became involved in commercial book production, competition among artisans increased. Starting in the thirteenth century, the book world became a market place where producers had to show what they had to offer – and more so than their nearby colleagues (Fig. 2). It is in this context that we are to understand the advertisement sheet in Fig. 1, a handful of which survive from the Middle Ages. Encompassing over ten different scripts, each one more fancy than the next, it displays the expertise of the artisan to potential customers. The sheet was made by one Herman Strepel, who worked around the middle of the fifteenth century, perhaps in the German city of Münster.
The sheet in Fig. 1 is a clever marketing tool in other ways as well. The samples are accompanied by their proper names, written in attractive letters of shiny gold. This vocabulary allowed the clientele to enter into a professional conversation with the scribe – using such term as ‘fracta’, ‘rotunda’ and ‘modus copiistarum’. The back of the advertisement sheet is blank, which means it was probably displayed in clear sight of potential customers, perhaps in a window or against a wall. A specimen from a German scribe says, ‘If you want to learn to write, do come in.’ It not only shows that artisans extended their services well beyond merely producing books (they were professional trainers as well), but it also that such sheets were put on display right outside the door.
Spam in books
The best way to show off one’s abilities as a book producer was through the book itself: every page is an appraisal of the artisan’s qualities. Some scribes directly addressed potential customers on the last page of a book, where they explicitly referred to the fine quality of the manuscript – and by proxy their abilities. An illuminating case concerns a scribe who calls himself Herneis. On the last page of a book he had copied for a client he wrote the following note: ‘If someone else would like such a handsome book, come and look me up in Paris, across the Notre Dame cathedral’ (Fig. 3). The message ‘lured’ the beholder to the book street of medieval Paris, right opposite the cathedral. It’s a great example of medieval spam.
A slightly less blatant case of spam is from fifteenth-century Holland, the most western province of the Low Countries. Six Middle-Dutch manuscripts survive from an anonymous commercial scribe operating there. They all contain the same text, a History Bible, which suggests that the individual specialized in one particular genre. The surviving copies show variation in layout, writing support (paper/parchment), the inclusion of miniatures, and in the quality of the script. These differences most likely reflect the wishes of the patrons that were served. Interestingly, one of the manuscripts (Leiden, University Library, LTK 231) contains an intriguing message: ‘If you like this copy of the Old Testament, I can also produce a book with the New Testament for you.’ This tempting offer has the feel of iTunes’ ‘Complete my album’ or, more appropriately, the suggestions Amazon makes for further reading.
The rarest kind of medieval advertisement is also the smallest. It measures only 80×146 mm, a little bigger than a credit card. As with historical artifacts in general, the smaller a bookish object is, the slimmer the chances that it survived. The small strip of paper seen in Fig. 4 is an advertisement that promoted William Caxton’s Sarum Pie (‘Ordinale ad usum Sarum’), a religious book he printed in his Westminster shop in 1477 (more here and here). It is a very small flyer that was to be posted in the city, given the Latin closing remark ‘Supplico stet cedula’ (please leave this [strip] posted). It is the earliest printed advertisement in English and it has a lot to tell.
The printed strip shows interesting parallels with the previous two items. As with the spam message of Herneis, Caxton tells customers where to go, which is the bare minimum that an advertisement has to do: ‘late hym come to Westmonester in to the Almonesrye at the reed pole’. Moreover, it stresses that the book has no typos (it is ‘well and truly correct’) and can be bought cheaply (‘and he shal have them good chepe’). Just like the advertisement sheet of Herman Strepel, Caxton’s piece of paper comes with a great marketing trick: it states that the new publication is ‘emprynted after the forme of this present lettre’ (is printed in the same typeface as this very note). In other words, the reader can tell with his own eyes that it is worthwhile heading over to Caxton’s shop.
Marketing tricks, sending out spam, and using colourful letters to attract clients: medieval advertisements are as effective today as they were 600 years ago.
Note – Want to know more? Check out this lecture I gave on commercial book production.