Making It News: Money and Marketing in the Expatriate Modernist Little Magazine in Europe
AbstractThis article deals with practical and economic aspects of expatriate little magazine production and should be seen as furthering the understanding of the economic and promotional underpinnings of modernist cultural expression in the 1920s and 30s. In particular, the article indicates to what extent literary ambitions and idealistic actions associated with the editing of a little magazine on the European continent intermingled with material and promotional concerns. Moreover, by focusing on expatriate little magazines, the article emphasizes the significance of geographical location for both practical and marketing purposes. Marketing ambitions blended with tactics for gaining legitimacy, and promotional language provided a valuable tool for advancing sales as well as cultural credibility. One important way of catering to economic interests while upholding literary ambitions was to incorporate the magazines into the flow of news, suggesting an affinity with publication types dedicated to hot topics, large readerships, and the journalistic virtue of presence on the scene. Designating the little magazine and its literary content as news therefore complicates and troubles the boundary between elitist and popular culture.
Copyright (c) 2016 Celia Aijmer Rydsjö, AnnKatrin Jonsson
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with this journal agree to the following terms
Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).