The correspondence between August Wilhelm Schlegel and Johann Friedrich Cotta - one of the most renowned representatives of German Romanticism and the most important publisher of his time - illuminate a wide spectrum of the topics and controversies that shaped the literary life at the turn of the eighteenth to the nineteenth century. It illustrates the debates about the supremacy in Germany’s literary field, but also this discourse’s expansion to a European dimension. Subsequently, it was precisely these fierce controversies of their time that have stood in the path of a closer and more steady collaboration between these two most influential correspondants.
The article provides an analysis of the advertisements for books in the 17th century. Based on a statistical analysis of all book advertisements published in Germanlanguage newspapers, the article traces their development in the periodical press from an occasional phenomenon to a standard feature. Those printers who engaged with book advertisements initially did it with the goal to promote their own books. Book advertisements remained few and far between in the first half of the seventeenth century. A number of printers, mainly from Hamburg and Nuremberg in the second half of the century, displayed a strategic, often creative approach to advertising: They specifically promoted pamphlets and single-page prints that expanded the newspaper’s coverage and were put on sale in addition to the newspaper. The article also looks at advertisements for book auctions and the strategic collaborations that have been formed between auctioneers and newspaper printers.