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Thesis

French

ID: <

10670/1.4pl56d

>

Where these data come from
Bookshop, a business like others? History of Payot bookshop (1877-1986)

Abstract

This study looks at the history of the book publishing company Payot, in Roman Switzerland, from its origins in 1877 to the early 1980s. It focuses in particular on the business of bookshop of this house, placing it in the context of an industrialisation of the book market already in Belle Epoque. From a methodological point of view, this research is based on both economic and cultural questions, including the impact of this dual benefit on the logic and practices of those involved. It considers whether or not a trade such as bookshops meets commercial profitability standards, while being aware of a more qualitative dimension in the sale of the book. The first part sets out the policy for the development of Payot’s family business across its four generations. It shows the evolution of a model centred on a traditional library and publishing house to that of a company which, in the interwar period, widens its activities towards a logic of growth and diversification horizontally and vertically. Its position in all sectors of the book chain ranks among the leaders of this sector in Roman Switzerland, which is illustrated by a reading on a long diachronia. The second and third parts of the work focus solely on the bookshop sector, assessing the changes in this trade in the years after the Second World War until 1980. Following the exhibition of an overview of bookshops in Roman Switzerland, the second part looks at the changes that can be observed in sales practices that change the social image of the bookshop, through strategies for setting up shops and changing types of books sold, sales devices and advertising materials. Finally, the third part deals with the professionalisation of the bookshop profession. She highlighted the paradox of a profession that was not recognised under the Staff Regulations but was still legitimate because of its link with the cultural world. Regulating access to the profession, calling for better social protection, the strength of vocational training and the values attached to the profession are trying to fill this gap by enhancing the technical and cultural skills of booksellers. In the example of the Payot house, this study shows the creation of a new type of bookshop which has been able to take advantage of the growth of the mass market in order to develop a model based on a great deal of professional know-how, on a customer-oriented service, on democratisation of access to books, while at the same time capitalising on its economic results and opting for a policy of growth or even a strong position at Swiss level in Romance.

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