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Back in the 18th century many books were issued by subscription. I think the publisher advertised them first and they got printed and bound when enough people had signed up to subscribe.
I remember being thrilled when I read a first edition of one of Fanny Burney's novels. It was beautifully bound and had the subscription list at the beginning. Most of the subscribers were notables, but among them was an obscure "Miss J. Austen".
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