End-Paper Advertising

E.D. Mackerness

This paper traces the early C19 origins and progressive use by publishers of inserts into the end of books to advertise similar or related titles to readers.

End-Paper Advertising

E. D. Mackerness

Readers of modern paperback books are familiar with the practice adopted by many publishers of introducing on the last few pages descriptive material relating to other works by the same author, or in the same series. During the inter-War period this custom was followed in Jonathan Cape’s ‘Travellers’ Library’ and Chatto’s ‘Phoenix Library’ – to quote two of many examples – and it has, of course, been utilised by Dent’s for ‘Everyman’s Library’ and by the OUP for ‘The World’s Classics’ over many decades1. At an earlier stage the convention of inserting advertisements...

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