抄録
Ōshimaya-Denemon, the publisher and wholesaler of rental books, played an important role in marketing rental books and boosting the popularity of “chūbon” books in the late Edo Period. The aim of this article is to historically examine the early modern marketing of rental books through the profile of the publisher. The first section outlines the company history through the three generations of family business. Referring not only to books themselves but also to inventories and advertisements, the second section treats the publisher’s long-term contribution to increasing the circulation of “chūbon” books. The third section points out its affiliation with Chōjiya-Heibei, Kawachi-ya, and other publishers in the Kamigata area which was greatly helpful in the extension of its commercial network.
