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Interdisciplinary/Multidisciplinary Woolf$
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Ann Martin and Kathryn Holland

Print publication date: 2013

Print ISBN-13: 9780989082624

Published to Liverpool Scholarship Online: January 2016

DOI: 10.5949/liverpool/9780989082624.001.0001

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The Believers

The Believers

Writers Publishing for Readers, or Preliminary Musings on the Hogarth Press and Mcsweeney’s

Chapter:
(p.262) The Believers
Source:
Interdisciplinary/Multidisciplinary Woolf
Author(s):

Aurelea Mahood

Publisher:
Liverpool University Press
DOI:10.5949/liverpool/9780989082624.003.0034

This chapter explores the question of marketing and the writer-run press by comparing Hogarth Press and McSweeney's, in terms of their constructions of cultural value, readership, and authorial signature. Through an extended comparative analysis of the Hogarth Press and McSweeney's, the chapter highlights the afterlife of historical modernist values as embodied by the strategies that author-publishers have adopted both then and now; author-run presses as an expression of the writers' conceptualization of readers; and whether recent work on “reading class” versus “reading culture” can afford literary critics a supplementary means of understanding the ongoing significance of adopting modernist modes of presenting value and prescribing frameworks of expectations. It also considers the dual role of Virginia Woolf and Dave Eggers as authors and publishers.

Keywords:   marketing, Hogarth Press, McSweeney's, cultural value, readership, authorial signature, author-run presses, Dave Eggers, author-publishers

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