ABSTRACT
The initial stage of Jewett’s advertising campaign took place, logically enough, during the last few weeks preceding the publication of the novel. In an interview with The Manhattan, Jewett emphasized the pioneering aspect of his pre-launch strategy: instead of advertising a list of books, as publishers generally did then, Jewett focused all his energy and money on a single novel, Uncle Tom’s Cabin:
I sent advertisements to the greater number of Northern newspapers, with notices of the book written by myself. These notices usually appeared as editorial matter, although just as I had written them. Before a single copy of the book had been bound I had expended thousands of dollars for advertising-an enormous sum in those days to be spent in advertising a single book.1
