Pushing Innocents


Books sold "by subscription only" were seldom advertised in periodicals, although publishers like Elisha Bliss did advertise for agents to sell them. But the American Publishing Co. prepared ad copy and designed graphic posters for Innocents Abroad that were used in a number of media: end papers of other company books, catalogues, circulars, and The American Publisher, a magazine-format publication created by Bliss in the early 1870s (and edited for a while by MT's brother Orion) to promote the works and authors on the company's list. The way a book was publicized says a lot about how it was expected to appeal to the tastes and prejudices of contemporary readers.

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