For those of you interested in the publishing history of Jane Austen, Professor Janine Barchas has recently published another of her fabulous bibliographical articles on Austen covers, this time in the journal Book History. It discusses the little-known fact of a Lever Brothers soap marketing campaign that offered various giveaways, including hardbound editions of classic literature, Jane Austen among them. I append here the beginning of the article, one of the many [and interesting!] illustrations, and a link to the rest of it … with thanks to Janine for alerting me to it!
Source: Janine Barchas. “Sense, Sensibility, and Soap: An Unexpected Case Study in Digital Resources for Book History.” Book History 16 (2013): 185-214.
Unrecorded in even David Gilson’s A Bibliography of Jane Austen is the little-known fact that soap manufacturer Lever Brothers published editions of Sense and Sensibility and Pride and Prejudice during the 1890s as part of a unique marketing campaign for Sunlight soap. The first English company to combine massive product giveaways with large-scale advertising, Lever Brothers offered a range of prizes in “Sunlight Soap Monthly Competitions” to “young folks” (contestants could not be older than seventeen) who sent in the largest number of soap wrappers. The Sunlight advertising blitz, targeted to working- and lower-middle-class consumers, proved such a boon to sales that Lever Brothers ran the competition for a full seven years, annually escalating the giveaways. Prizes included cash, bicycles, silver key-chains, gold watches, and—for the largest number of winners—cloth-bound books. For this purpose, Lever Brothers published and distributed its own selection of fiction titles by “Popular Authors” and “Standard Authors,” including cloth-bound editions of Sense and Sensibility and Pride and Prejudice. By 1897, the year the competition closed, Lever Brothers had awarded well over a million volumes.
Continue Reading: Barchas-SSandSoap-BookHistory
Jane Austen, Sense and Sensibility in red cloth (Port Sunlight: Lever Brothers, n.d.).
For those of you with Project Muse access, here is the direct link: http://muse.jhu.edu/journals/bh/summary/v016/16.barchas.html