COVER -- TITLE -- COPYRIGHT -- CONTENTS -- LIST OF ILLUSTRATIONS AND TABLES -- ACKNOWLEDGMENTS -- ABBREVIATIONS -- PART I: INTRODUCTION -- 1. On the History of the Book in China -- 2. The Ascendance of the Imprint in China -- PART II: COMMERCIAL PUBLISHING AND THE EXPANDING MARKET FOR BOOKS -- 3. Of Three Mountains Street: The Commercial Publishers of Ming Nanjing -- 4. Constructing New Reading Publics in Late Ming China -- 5. Reading the Best-Sellers of the Nineteenth Century: Commercial Publishing in Sibao -- PART III: PUBLISHING FOR SPECIALIZED AUDIENCES -- 6. Niche Marketing for Late Imperial Fiction -- 7. Printing as Performance: Literati Playwright-Publishers of the Late Ming -- 8. Qing Publishing in Non-Han Languages -- 9. "Preserving the Bonds of Kin": Genealogy Masters and Genealogy Production in the Jiangsu-Zhejiang Area in the Qing and Republican Periods -- PART IV: THE BOOK AS A VISUAL MEDIUM -- 10. Visual Hermeneutics and the Act of Turning the Leaf: A Genealogy of Liu Yuan's Lingyan ge -- 11. Didactic Illustrations in Printed Books -- GLOSSARY -- A -- B -- C -- D -- E -- F -- G -- H -- I -- J -- K -- L -- M -- N -- O -- P -- Q -- R -- S -- T -- W -- X -- Y -- Z -- WORKS CITED -- CONTRIBUTORS -- INDEX -- A -- B -- C -- D -- E -- F -- G -- H -- I -- J -- K -- L -- M -- N -- O -- P -- Q -- R -- S -- T -- U -- V -- W -- X -- Y -- Z.