Little Magazines in Europe, 1921–1938
Chapter Two Making It News: Money and Marketing
In a letter to Allanah Harper, editor of Echanges, Ezra Pound suggested sending out complementary copies to potentially interested readers, “not out of kindness but as publicity.”85 However small, a little magazine had to establish a readership to motivate its existence and secure revenues. To attract audiences and improve finances, numerous promotional strategies were employed, ranging from the choice of Ford Madox Ford to name his review the Transatlantic Review, in order “to promote a quite profitable advertising contract” with the Compagnie Générale Transatlantique,86 to the publishing of exclusive magazine copies that would presumably cater to the refined palates of new readers. This chapter shows how literary ambitions and idealistic actions associated with little magazine making were not detached from material and promotional concerns, and how literary prestige gave rise to acts and utterances that were not always “out of kindness.” Indeed, as we argue, marketing ambitions often blended with tactics for gaining legitimacy on the literary scene, and promotional language provided a valuable tool for advancing sales as well as cultural credibility. To understand the material circumstances of which marketing was a part, it is also important to look at the various ways in which the little magazines were financed. From this perspective, it is noteworthy how seldom the financial underpinnings of these publications are considered, beyond the fact that many of them struggled to survive. The reception of the little reviews is also a significant focus of this chapter, and it is...
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