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An investigation into the nature of early modern textual advertising, this study analyzes the front matter of Renaissance books-including titles, prefatory epistles, and commendatory verses. Saenger shows how they both record and help to shape early modern reading practices and urban identity. Making use of recent developments of new textualism and new economic criticism, Saenger's comparative evaluation of texts helps us to better understand the way in which the liminal genres of the paratext define books, reading, and authors.