The Market

Koegler, Caroline

doi:10.4324/9781315144825-3

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2021

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“…It is the brand power behind the Rossmann name which instantly provides the book with visibility in the public sphere while the book, in turn, contributes to writing what Caroline Koegler has called the “brand narrative” (cf. [ 27 ], 118–119, 143) of the Rossmann brand. These reciprocal, performative “brand acts” channel symbolic capital in the direction of people, ideas, institutions, or indeed books.…”

Section: Introductionmentioning

confidence: 99%

“Pay to Play” in the German Book Trade?

2021

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This paper considers the success of the thriller Der neunte Arm des Oktopus (transl.: The Ninth Arm of the Octopus, Cologne: Bastei Lübbe, November 2020) by German drugstore magnate Dirk Rossmann. Certain elements of brand-name authorship are applicable here, but the market power of Rossmann goes far beyond name recognition. Beyond the typical marketing for a ‘big book’ in the sense of contemporary trade publishing, Rossmann flooded the campaign with his own funds. This contribution approaches an unlikely case study through a trilateral interdisciplinary perspective (book studies, economics, law), underlining the unequal footing on which books enter the market.

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Section: Introductionmentioning

confidence: 99%