Subsciptions
Subscriptions gained popularity in England in the seventeenth century, when they were employed to allow for the publication of books whose sales potential was thought to be limited. Alexander Wilson, John James Audubon, and John Gould recognized the need to secure subscriptions in order to fund the production of their planned masterpieces, and took advantage of the opportunity to raise funds for expenses in advance of their production.
Audubon personally approached prospective subscribers, and ultimately received initial commitment from 279 interested parties. In the end, only 82 American and 79 European individuals and institutions subscribed to Birds, at a cost of $1,000 for the set of plates. Unfortunately, fifty-six of the original subscribers discontinued their subscriptions before the complete set was issued. Plates were intended to be distributed to subscribers in 87 parts consisting of 5 plates each. Each packet was to include one large specimen, one medium, and three small examples in each installment. Four volumes were intended to contain 100 plates in the first, second, and third, and 135 in the fourth.
Audubon's search for subscriptions mirrored that of his search for avian subjects. He traveled extensively throughout Europe and America, seeking commitments from additional subscribers. During this time, he also supervised the production of Birds of America with regular visits to Havell's shop, and hunted additional birds with which he might expand his opus.