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Printing and Book Culture in Late Imperial China$
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Cynthia Brokaw

Print publication date: 2005

Print ISBN-13: 9780520231269

Published to California Scholarship Online: March 2012

DOI: 10.1525/california/9780520231269.001.0001

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PRINTED FROM CALIFORNIA SCHOLARSHIP ONLINE (www.california.universitypressscholarship.com). (c) Copyright University of California Press, 2021. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in CALSO for personal use.date: 17 September 2021

Niche Marketing for Late Imperial Fiction

Niche Marketing for Late Imperial Fiction

(p.234) (p.235) Six Niche Marketing for Late Imperial Fiction
Printing and Book Culture in Late Imperial China

Robert E. Hegel

University of California Press

This chapter aims to demonstrate configurations of niche marketing for works of fiction, a generally less- well-studied category of books, during the late Ming and Qing periods in China. It describes who read what and how the expectations of the reading audiences of late imperial China were served by its printers and booksellers. If extant examples are to be trusted as representing the full range of late Ming printing practices, then we may conclude that the fiction-buying public of the seventeenth century included relatively affluent readers, probably those who had studied for the civil service examinations.

Keywords:   fiction, niche marketing, China, reading audiences, printers, booksellers, affluent readers

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