Book Chapter

Market assessment and risk prediction: resources and know-how of a seventeenth-century bookseller of Venice coping with competition

  • Andrea Ottone

this article explores the likelihood that early modern printers had de-veloped rudimentary practices aimed at assessing their market of refer-ence to pursue strategic commercial planning. It surreys the inner evi-dence of a single manuscript bibliographic compiled by a minor mem-ber of the Giunta publishing house active in Venice in order to pro-pose the hypothesis that said catalogue may have been instrumental to commercial bibliometrics aimed to avoid harmful competition between redundant editions within the same market area.

  • Keywords:
  • book history,
  • publishing planning,
  • Venetian economic history,
  • the Giunti publishing house,
+ Show More

Andrea Ottone

Bibliotheca Hertziana - Max Planck Institute for Art History, Germany - ORCID: 0000-0003-0138-5793

  1. Ammannati, Francesco and Angela Nuovo, 2017. “Investigating book prices in early modern Europe: questions and sources.” JLIS.it 8: 1-25. DOI: 10.4403/jlis.it-12365
  2. Aesopus. 1593. Fabellae Graece et Latine, cum aliis opusculis, quorum index proxima refertur pagella. Venetiis : apud haeredes Iohannis Varisci.
  3. Barbero, Alessndro. 2022. Inventare i libri. L’avventura di Filippo e Lucantonio Giunti, pionieri dell’editoria moderna. Firenze: Editore Giunti.
  4. Camerini, Paolo. 1962-1963. Annali dei Giunti. 2 vols., Firenze: Sansoni.
  5. Coppens, Christian. 2008. “I cataloghi degli editori e dei librai in Italia (secoli XV-XVI).” Bibliologia 3: 107-24.
  6. Coppens, Christian, and Angela Nuovo. 2018. “Printed catalogues of booksellers as a source for the history of the book trade.” JLIS.it 9: 166-178. DOI: 10.4403/jlis.it-12465
  7. Caracausi, Andrea. 2013. “Formazione mercantile, conoscenza del diritto e idiomi politici,” In Formazione alla politica, politica della formazione a Venezia in età moderna, ed. Andrea Caracausi, and Antonio Conzato, 141-57. Roma: Viella.
  8. Index 1591. Index librorum omnium qui Venetijs in nobilissima Iuntarum typographia usque ad annum MDXCV. Venice, Lucantonio Giunti 2.
  9. Index 1595. Index librorum omnium qui Venetijs in nobilissima Iuntarum typographia usque ad annum MDXCV. Venice, Lucantonio Giunti 2.
  10. Leggi, Serafino. 1643. Avvento sacro con i Santi correnti. Venetia: Giunti.
  11. Libri 1600. Libri di stampa di Nicolò Misserini che si ritrovano al presente 1600. Venezia: Niccolo Misserini.
  12. Lista [1609]. Lista de libri di Gio. Dominico Tarino, stampati in Torino. [Torino: Giovanni Domenico Tarino].
  13. Lowry Martin 1991. Book prices in Renaissance Venice: The Stockbook of Bernardo Giunti. Los Angeles: Dept. of special collections, University Research Library, University of California.
  14. Maclean, Ian. 2013. "Ciotti and Plantin: Italy, Antwerp and the Frankfurt Book Fair in Autumn 1587." La Bibliofilía 115: 135-46.
  15. Maclean, Ian. 2021. Episodes in the life of the early modern learned book. Leiden: Brill.
  16. Milazzo, Renaud. 2020. “In the mind of a publisher. Establishing the price of emblem books in Antwerp in the sixteenth century,” in Nina Lamal and J. Christopher Warner (eds), Christophe Plantin 1520-2020. Studies of the Officina Plantiniana at the quincentennial of Plantin’s birth. De Gulden Passer/The Golden Compasses 98: 183-202. DOI: 10.5281/zenodo.4628957.
  17. Ottone, Andrea. 2022. “The Giunta’s publishing and distributing network and their supply to the European Academic market.” In Publishing Sacrobosco’s De sphaera in early modern Europe, ed. Matteo Valleriani, and Andrea Ottone. Springer, Cham. DOI: 10.1007/978-3-030-86600-6_8
  18. Ottone, Andrea. Forthcoming. “Renaissance publishers, market risks and empiric methods of assessment: A revised interpretation of Bernardo di Bernardo Giunta’s ‘Stockbook.’” De Gulden Passer / The Golden Compass.
  19. Panzanelli Fratoni, Maria Alessandra. 2018. “Building an up-to-date library. Prospero’s Podiani use of booksellers’ catalogues, with special reference to law books.” JLIS.It, 9: 74-113. DOI: 10.4403/jlis.it-12463
  20. Pettas, William. 1980. The Giunti of Florence: Merchant publishers of 16th century, with a checklist of all the books and documents published by the Giunta in Florence from 1497 to 1570, and with the texts of twenty-nine documents, from 1427 to the eighteenth century. San Francisco: Bernard M. Rosenthal.
  21. Pettas, William. 1995. A sixteenth-century Spanish bookstore: The inventory of Juan de Junta. Philadelphia: The American Philosophical Society.
  22. Rhodes, Dennis E. 2013. Giovanni Battista Ciotti (1562-1627?): Publisher extraordinary at Venice. Venice: Marcianum Press.
  23. Tenenti, Alberto. 1957. “Luc’Antonio Giunti il giovane, stampatore e mercante.” In Studi in onore di Armando Sapori. Vol. II. Milano: Istituto editoriale cisalpino: 1023-1060.
PDF
  • Publication Year: 2023
  • Pages: 315-330
  • Content License: CC BY 4.0
  • © 2023 Author(s)

XML
  • Publication Year: 2023
  • Content License: CC BY 4.0
  • © 2023 Author(s)

Chapter Information

Chapter Title

Market assessment and risk prediction: resources and know-how of a seventeenth-century bookseller of Venice coping with competition

Authors

Andrea Ottone

Language

English

DOI

10.36253/979-12-215-0092-9.18

Peer Reviewed

Publication Year

2023

Copyright Information

© 2023 Author(s)

Content License

CC BY 4.0

Metadata License

CC0 1.0

Bibliographic Information

Book Title

L’economia della conoscenza: innovazione, produttività e crescita economica nei secoli XIII-XVIII / The knowledge economy: innovation, productivity and economic growth, 13th to 18th century

Editors

Giampiero Nigro

Peer Reviewed

Number of Pages

456

Publication Year

2023

Copyright Information

© 2023 Author(s)

Content License

CC BY 4.0

Metadata License

CC0 1.0

Publisher Name

Firenze University Press

DOI

10.36253/979-12-215-0092-9

ISBN Print

979-12-215-0091-2

eISBN (pdf)

979-12-215-0092-9

Series Title

Datini Studies in Economic History

Series ISSN

2975-1241

Series E-ISSN

2975-1195

81

Fulltext
downloads

121

Views

Export Citation

1,302

Open Access Books

in the Catalogue

1,746

Book Chapters

3,161,365

Fulltext
downloads

3,984

Authors

from 820 Research Institutions

of 63 Nations

63

scientific boards

from 339 Research Institutions

of 43 Nations

1,142

Referees

from 343 Research Institutions

of 36 Nations