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Steam-Powered KnowledgeWilliam Chambers and the Business of Publishing, 1820-1860$
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Aileen Fyfe

Print publication date: 2012

Print ISBN-13: 9780226276519

Published to Chicago Scholarship Online: March 2013

DOI: 10.7208/chicago/9780226276540.001.0001

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Reaching a National Market

Reaching a National Market

Chapter:
(p.41) 3 Reaching a National Market
Source:
Steam-Powered Knowledge
Publisher:
University of Chicago Press
DOI:10.7208/chicago/9780226276540.003.0004

This chapter considers the Edinburgh publishing trade. Edinburgh was the second center of the British book trade, and launching Chambers's Journal there brought both advantages and disadvantages. William Chambers had to overcome some serious challenges to distribute his publication throughout Britain and beyond. An innovative use of stereotype plates would provide the solution. The natural market for Chambers's Journal was the lowlands and south of Scotland. At the launch of the Journal, William had the advantage of a literate local market with an interest in instruction, and quickly realized that stereotype plates could streamline the system of two-center printing. Thus, moving so quickly to two-center printing was a brave and confident move, placing great trust not merely in William Orr's capabilities but in the future success of the Journal itself.

Keywords:   stereotype plates, Edinburgh publishing trade, British book trade, Chambers's Journal, William Chambers, Scotland, two-center printing, William Orr

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