Rare Book Monthly

Book Catalogue Reviews - June - 2005 Issue

Publishing Promotions From Alexander Rare Books

R0602

Trade Publishing Promotional Items from Alexander Rare Books.


By Michael Stillman

Alexander Rare Books
of Barre, Vermont, has published a catalogue of unusual and most interesting items. The focus here is rare, though not antiquarian. These are publishers' promotional items, most often early copies meant for booksellers, often just a first chapter, or beginnings of several different books. A few are even more promotional, such as displays. This is ephemeral material, but all tied to specific books and authors.

The majority of the items come from what Alexander calls "the golden age of marketing." This was the period from 1985-2000. Starting in the 1970s, there was an upsurge in booksellers. Smaller chains such as Walden and Dalton sprung up, while independents flourished. Publishers, pressed to sell more and more books, increased their marketing efforts. Material was distributed to encourage these stores to stock their books. However, since 2000, the number of independent bookstores has dropped precipitously. A few big chains, like Barnes and Noble and Borders, replaced the Mom and Pop stores. Then, much of the business shifted to the internet, through Amazon or listings on cooperative sites. The days when publishers needed to distribute their material to large numbers of independents was replaced by sales pitches to a few major buyers. There is no longer the quantity of this material being printed that there was during the "golden age."

How will collectors view this type of material over the long run? That's a question which is hard to answer. It is still too early to know how history will value a unique category of items that are still mostly under two decades old. We do not yet even know what value most of the underlying books will command as they age. Many come from relatively new authors. Some will be household names for generations yet to come; other will soon be forgotten. What we can say is that these will be uncommon items relating to works of recent authors, some of whom will become very collectible in the years ahead. These items will most likely be of great interest to those who collect these authors. Your job is to pick the right ones, because today, the great majority of these unusual items are priced very low. This is a field where anyone can collect, regardless of budget. We are on the ground floor, and while no one yet knows how many stories are in this building, we do know that the only way is up.

Here are some examples. Three authors are represented in this 1992 advance excerpt from their novels. There is The Tax Man by Peter Carey, Ever After, by Graham Swift, and Dreaming in Cuban from Cristina Garcia. For Garcia, it was her first novel. This promotional piece was put together by publisher Alfred A. Knopf. It is still in its original shrinkwrap. Item 37. Priced at $20.

Rare Book Monthly

  • <center><b>Arader Galleries<br>April Auction<br>April 4, 2020</b>
    <b>Arader Galleries, Apr. 4:</b> MITCHELL, John (1711-1768). A Map of the British and French Dominions in North America. Copperplate engraving with original hand color. London, 1755. $250,000 to $350,000.
    <b>Arader Galleries, Apr. 4:</b> AUDUBON, John James (1785 - 1851). Brown Pelican (Standing), Plate 251. Aquatint engraving with original hand color. London, 1827-1838. $175,000 to $225,000.
    <b>Arader Galleries, Apr. 4:</b> AUDUBON, John James (1785 - 1851). Fish Hawk or Osprey, Plate 81. Aquatint engraving with original hand color. London: 1827-1838. $100,000 to $150,000.
    <center><b>Arader Galleries<br>April Auction<br>April 4, 2020</b>
    <b>Arader Galleries, Apr. 4:</b> GONZALES DE MENDOZA, Juan (1545 - 1618). <i>The Historie of the great and mightie kingdome of China…</i> London, 1588. $100,000 to $150,000.
    <b>Arader Galleries, Apr. 4:</b> VERBIEST, Ferdinand (1623-1688). [World Map] Kun-Yu Ch'uan-Tu. Engraved twelve sheet map with vertical sections joined to form six sheets. Korea, Seoul, c. 1860. $100,000 to $150,000.
    <b>Arader Galleries, Apr. 4:</b> SANGGI, Chong (1678-1752). Korean Atlas. Manuscript map on mulberry bark paper. C. 1750-1790. $100,000 to $150,000.
    <center><b>Arader Galleries<br>April Auction<br>April 4, 2020</b>
    <b>Arader Galleries, Apr. 4:</b> AUDUBON, John James (1785 - 1851). Ivory-billed Woodpecker, Plate 66. Aquatint engraving with original hand color. London, 1827-1838. $80,000 to $120,000.
    <b>Arader Galleries, Apr. 4:</b> AKERMAN, Anders (1721-1778). & AKREL, Frederik (1779-1868). Pair of Celestial and Terrestrial Globes. Stockholm, c. 1800. 23 inch diameter, each. $60,000 to $100,000.
    <b>Arader Galleries, Apr. 4:</b> BENNETT, Lieut. William Pyt (d. in action, 1916). AN IMPORTANT AND APPARENTLY UNPUBLISHED SERIES OF GELATIN SILVER PHOTOGRAPHS OF LHASA AND TIBET TAKEN DURING THE CELEBRATED YOUNGHUSBAND MISSION OF 1904. $60,000 to $80,000
  • <b>Swann Auction Galleries:</b> Abraham Lincoln, <i>Emancipation Proclamation by the President of the United States,</i> pamphlet, 1862. $10,000 to $15,000.
    <b>Swann Auction Galleries:</b> Family papers of the distinguished Ruby-Jackson family, Portland, Maine, 1853-1961. $3,000 to $4,000.
    <b>Swann Auction Galleries:</b> Family papers of the Confederate Vice President Alexander Stephens & the persons who served him, 1866-1907. $25,000 to $35,000.
    <b>Swann Auction Galleries:</b> Autograph book with inscriptions by orators Moses Roper & Peter Williams, 1821-54. $10,000 to $15,000.
    <b>Swann Auction Galleries:</b> Archive of letters, postcards, and greeting cards sent by Romare Bearden, 1949-87. $5,000 to $7,500.
    <b>Swann Auction Galleries:</b><br>E. Simms Campbell, <i>A Night-Club Map of Harlem,</i> in inaugural issue of Manhattan, 1933. $10,000 to $15,000.
    <b>Swann Auction Galleries:</b> Papers of the comedian Nipsey Russell, including a letter from MLK, 1929-2000. $6,000 to $9,000.
    <b>Swann Auction Galleries:</b> Early German-American anti-slavery broadside, <i>Sclaven-Handel,</i> Philadelphia, 1794. $12,000 to $18,000.
    <b>Swann Auction Galleries:</b> Edmonia Lewis, prominent sculptor, carte-de-visite by Henry Rocher, c. 1866-71. $3,000 to $4,000.
    <b>Swann Auction Galleries:</b><br><i>The Black Panther: Black Community News Service,</i> 44 issues, San Francisco, 1967-1971. $3,000 to $4,000.
    <b>Swann Auction Galleries:</b> Ernest Withers, <i>I Am A Man, Sanitation Workers Strike,</i> silver print, 1968. $5,000 to $7,500.
    <b>Swann Auction Galleries:</b> <i>March For Freedom Now!,</i> poster for the 1960 Republican Convention. $4,000 to $6,000.

Review Search

Archived Reviews

Ask Questions