| Book Review | The American Historical Review, 109.2

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| Book Review | The American Historical Review, 109.2 | The History Cooperative

Book Review

Canada and the United States

Catherine Turner. Marketing Modernism Between the Two World Wars. (Studies in Print Culture and History of the Book.) Amherst: University of Massachusetts Press. 2003. Pp. xiii, 256. $39.95.

In her study of the advertising methods employed by five different American publishers to promote works of literary modernism, Catherine Turner relates an absorbing account of the melding of commercialism and "high culture" that questions current constructions of highbrow, middlebrow, and lowbrow culture. Her analysis further challenges the popular belief that modernist writers eschewed consumer culture to produce art independent of the marketplace. Turner contends that modernist writers occupied a position in American culture that both depended on and participated in modern consumer culture. She argues her position effectively through a close analysis of publisher advertisements that promoted the works of the modernists in the interwar period. Her analysis unveils a complex relationship between publishers, modernist writers, and their markets that, in Turner's words, "calls into question simple assumptions that consumers in the United States bought and read books according to their 'brow' levels" (p. 3). Skillful marketing of modernists' writings, Turner argues, transformed them from "highbrow" culture palatable only to a select few into "quality" literature supported by a substantial American market. Concurrently, this marketing defined and explained modernism for the American public.

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