Ett utile dulci för ungdom

Ungdomens bibliotek som bokserie och förlagssatsning

Abstract

An Utile Dulci for Youth: Ungdomens bibliotek as Book Series and Publishing Project

The Swedish publishing house Svensk läraretidnings förlag published the extensive book series Barnbiblioteket Saga (the Children’s Library Saga) between 1899 and 1970. In this article, the publisher’s less extensive book series Ungdomens bibliotek (the Library of Youth) is analysed as an example of the marketing techniques that the publishing house used to reach different target groups. The article investigates how the publishing house used their smaller book series as a way to diversify and increase visibility for their books at a time when the main series Barnbiblioteket Saga was growing into a vast phenomenon that was becoming increasingly difficult to overview. This is investigated through an analysis of the book series’ paratexts, drawing on different theories from the field of publishing studies about the marketing of literature. The article focuses on marketing – through the book covers as well as material inside the books – and advertising. The study provides an explanation of how the publishing house used their marketing of Ungdomens bibliotek to strengthen their brand and expand their business from the 1920s through the 1940s. They accomplished this by developing strategies for curation: they curated a book series targeted for a more specific audience segment than the larger Barnbiblioteket Saga, while also emphasising the qualities that were associated with all their work: pedagogy, accessibility, richness (in subjects and variety), and formation.