Bookshelves, the ultimate marketing device
Bookshelves have long been a familiar, reassuring sight in every readerly home. But in a short history of the bookshelf in The Paris Review, writer Francesca Mari explains that modern bookshelves, with their books arranged spines outward, haven’t been the historical norm. In fact, they’re a relatively recent invention.
Until the 16th century, Mari writes, and even afterward, books were stored in all sorts of zany ways: in trunks and armoires, shackled to podiums in reading rooms, on their sides, or with the paper facing outward, in which case “an identifying design was drawn across the thick of the pages.” And even after books assumed their modern position, the built-in bookshelf — “the gold standard of shelving” — was only popularized in the 1930s. According to the historian Henry Petroski, Mari writes, publishers, looking for new ways to boost sales, hired Edward Bernays, the inventor of public relations; Bernays reasoned that “where there are bookshelves, there will be books!” He convinced architects and interior designers to build bookshelves into new homes.
