New Facets on the Financing and Marketing of Early Printed Books

The earliest printers in Europe faced financial, storage, and marketing problems not unlike those of new industries today: how to attract operating capital for production and for carrying inventories, where to store a slow-moving and bulky stock, and how to overcome the prejudice against a new product, in order to create an extensive market. These were the three major difficulties that the first printers in Italy as well as elsewhere had to surmount. In the Benedictine monastery, at Subiaco, south of Rome, in 1465, two German printers, Conrad Sweynheym and Arnold Pannartz, had set up a printing press, which two years later they moved to Rome. Other Germans introduced printing into Milan and Venice in 1469 and the following year into Foligno and Trevi. By 1472, Venice had over a half dozen competing printing offices established by German and by French printers. About fifteen other Italian cities had at least one printing office.