Think of It as a Trailer… for a Book

Ed Vollans
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Ed Vollans: Department of Media & Performing Arts, Hendon Campus, Middlesex University, The Burrows, London NW4 4BT, UK

Publications, 2016, vol. 4, issue 4, 1-13

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 (search for similar items in EconPapers)
JEL-codes: A2 D83 L82 (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:gam:jpubli:v:4:y:2016:i:4:p:32-:d:81887

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