取材邸报,逐利营销——论明代书坊主作家陆云龙、陆人龙兄弟的小说编创及出版

The Compilation and Publication of Fiction by Lu Yunlong and Lu Renlong in Ming Dynasty

陆云龙、陆人龙兄弟是晚明杭州书坊峥霄馆主人,是小说史上为数不多的生平资料可考的书坊主,他们直接参与小说的编创、评点、刊刻全过程。陆氏兄弟利用邸报编创通俗小说,快速成书,借邸报羽翼信史,标榜写实。为了让书籍畅销,陆氏兄弟通过插图、评点推扩销售,占有市场,谋取商业利润。陆氏书坊还用征文获取小说材料,在杭州、南京两地跨地域连锁营销,这些罕见现象以前未被学界关注。

The brothers Lu Yunlong and Lu Renlong were the owners of a bookshop in Hangzhou in the late Ming dynasty, whose live - times can be found in the fictional history and they were directly involved in the whole process of the fictional compilation, comment and publication. Their popular fictions were quickly compiled and published by the official bulletin. For well selling, they promoted their books and gained the commercial profit with relative illustrations and comment. However, their success has not been paid more academic attention such as soliciting materials for fictions and chain selling both in Hangzhou and Nanjing etc.