Economic History Talk

Abstract: This paper considers how movable-type printing's economic features shaped the early modern book market using product-level data. Building on a lively medieval tradition of manuscript production, Gutenberg's innovation did not simply reduce costs; it introduced new incentives and constraints that altered both the product's nature and the market's structure. First, printing's business model encouraged the production of shorter and simpler books targeting a poorer and less literate audience. Second, its cost structure led to product differentiation and prolific trade rather than direct competition and localized production, making available a greater variety of products offering diverse information and perspectives. Rather than simply making medieval books cheaper and more abundant, these changes may represent printing technology's true contribution to European economic development.