From The Millions:
Let’s be clear: blurbs are not a distinguished genre. In 1936 George Orwell described them as “disgusting tripe,” quoting a particularly odious example from the Sunday Times: “If you can read this book and not shriek with delight, your soul is dead.” He admitted the impossibility of banning reviews, and proposed instead the adoption of a system for grading novels according to classes, “perhaps quite a rigid one,” to assist hapless readers in choosing among countless life-changing masterpieces. More recently Camille Paglia called for an end to the “corrupt practice of advance blurbs,” plagued by “shameless cronyism and grotesque hyperbole.” Even Stephen King, a staunch supporter of blurbs, winces at their “hyperbolic ecstasies” and calls for sincerity on the part of blurbers.
The excesses and scandals of contemporary blurbing, book and otherwise, are well-documented. William F. Buckley relates how publishers provided him with sample blurb templates: “(1) I was stunned by the power of [ ]. This book will change your life. Or, (2) [ ] expresses an emotional depth that moves me beyond anything I have experienced in a book.”
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If you needed beach reading in ancient Rome, you’d probably head down to the Argiletum or Vicus Sandaliarium, streets filled with booksellers roughly equivalent to London’s Paternoster Row. But how to know which books would make your soul shriek with delight? There was no Sunday Times; newspaper advertising didn’t catch on for another 1,700 years, and neither did professional book reviewers. Aside from word of mouth, references in other books, and occasional public readings, browsers appear to have been on their own.
Almost. Evidence suggests that booksellers advertised on pillars near their shops, where one might see new titles by famous people like Martial, the inventor of the epigram (nice one, Martial). It’s safe to assume that even in the pre-codex days of papyrus scrolls, a good way to assess the potential merits of Martial’s book would have been to read the first page or two, an ideal place for authors to insert some prefatory puff. Martial begins his most well-known collection with a note to the reader: “I trust that, in these little books of mine, I have observed such self-control, that whoever forms a fair judgment from his own mind can make no complaint of them.” Similar proto-blurbs were common, often doubling as dedications to powerful patrons or friends. The Latin poet Catullus: “To whom should I send this charming new little book / freshly polished with dry pumice? To you, Cornelius!” For those who weren’t the object of the dedication, these devices likely served the same purpose that blurbs do today: to market books, influence their interpretation, and assure prospective readers they kept good company.
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In the 1600s practically everyone wrote commendatory verses, some of which were quite beautiful, like Ben Jonson’s for Shakespeare’s First Folio: “Shine forth, thou Star of Poets, and with rage / Or influence, chide or cheer the drooping stage, / Which, since thy flight from hence, hath mourned like night, / And despairs day, but for thy volume’s light.” (Interestingly, Shakespeare himself never wrote any — one can only imagine what a good blurb from the Bard would have done for sales.)
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Perhaps the best [18th century] example is Samuel Richardson’s wildly successful Pamela, an epistolary novel about a young girl who wins the day through guarding her virginity. Richardson made excellent use of prefatory puff, opening his book with two long reviews: the first by French translator Jean Baptiste de Freval, the second unsigned but likely written by Rev. William Webster, which first appeared as pre-publication praise in the Weekly Miscellany, one of Britain’s earliest periodicals.
Hyperbole? “This little Book will infallibly be looked upon as the hitherto much-wanted Standard or Pattern for this kind of writing”; “The Honour of Pamela’s Sex demands Pamela at your Hands, to shew the World an Heroine, almost beyond example…”
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Witness the advent of two recent innovations in paperback design: the blap and the blover (rhymes with cover).
The blap is a glossy page covered in blurbs that immediately follows the front cover. In deference to its importance, the width of the cover is usually reduced, tempting potential readers with a glimpse of the blap, and perhaps even accommodating a conveniently placed blurb that runs along the length of the book.
The blover is essentially a blap on steroids, literally a second book cover, made from the same cardstock, that serves solely as a billboard for blurbs. Blovers are not yet widespread, but given the ubiquity of blaps it is only a matter of time.
Link to the rest at The Millions and thanks to Elizabeth for the tip.