publications Article Think of It as a Trailer . for a Book Ed Vollans Department of Media & Performing Arts, Hendon Campus, Middlesex University, The Burrows, London NW4 4BT, UK;
[email protected] Academic Editor: Craig Smith Received: 19 April 2016; Accepted: 18 October 2016; Published: 1 November 2016 Abstract: The seemingly overnight emergence of a form of promotion known as ‘book trailers’ shortly after the turn of the millennium suggests a shift in the marketing and promotional strategies employed within the publishing industry. This article follows the historical development of the audio-visual form known as the ‘book trailer’ across its history with a view to understanding the form itself. This article uses third party mediation to identify ‘book trailers’ within the public domain, grounding this work within a broader media and literary history. As such, this article charts the use of the term ‘book trailer’ and its competing nomenclature through newspaper archives and contextualises this with antecedent practices, and integrating this with the current literature on the film trailer as part of a wider understanding of the promotional trailer as a cultural entity. Keywords: book-trailers; promotion; web 2.0; YouTube; video-sharing 1. Introduction For centuries the publishing industry has existed, arguably taking form with the invention of the printing press and the development of distribution systems that allowed a single text to be rapidly reproduced (and delivered to customers) for profit. For the last hundred years or so, the publishing and bookselling industries have coincided with the film industry (and the emergence of the film trailer), and for a little over seventy-five years alongside broadcast television and the maturation of broadcast networks that have resulted in a culture of audio-visual promotion.