35 - Luttes sociales
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Frédéric Gai
Between specialized literary press and cultural marketing: newsletters from book clubs (1945-1970)
Le Temps des médias n° 35, Automne 2020, p. 139-155.
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Promotional product very little studied, publishers’ newsletters are a tasted support well represented in the marketing strategies of the book world. The publications of the book clubs (1945-1970) pick up new editorial approaches that will later inspire the field of specialized magazines and informate on the book chain. By proposing a creative and graphic approach, leveraging effects specific to “depublicitarization”, newsletters are an essential tool for mediation and mediatization of literary publishing.
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