Résumés
Résumé
Plusieurs jeunes éditeurs littéraires québécois du début du XXIe siècle tentent de gagner une plus grande visibilité en recourant à diverses stratégies publicitaires et éditoriales, depuis les objets promotionnels jusqu’aux ouvrages au statut ou au rendu inhabituels. Négociant entre la visibilité et la ligne éditoriale, entre le branding et l’affirmation d’une esthétique singulière, ils font oeuvre à travers la panoplie de ces sous-produits éditoriaux qui contribuent à leur image de marque et à l’établissement d’une niche qui leur est propre. Le phénomène, lourdement alimenté par la maîtrise des outils de production et de diffusion numériques, participe de leur essor dans un contexte commercial souvent occupé par des groupes éditoriaux établis de longue date.
Abstract
In the early 2000s, some young Quebec literary publishers tried to gain greater visibility by resorting to various advertising and editorial strategies, from promotional items to works of unusual thrust. Jockeying between visibility and editorial position, between branding and a singular aesthetic, they embarked on a gamut of editorial sub-products to promote their branding image and establish their individual niche. The phenomenon drew heavily on production tools and digital media to gain commercial success in a context generally occupied by long-established editorial groups.
Parties annexes
Bibliographie
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Médiagraphie
Figurent ici les adresses de pages web citées dans l’article. Des adresses réduites, reprenant le numéro d’appel de la référence, sont proposées (utilisant le service tinyurl.com).