Abstract:

Developing from a small, family-run printing workshop, the Hogarth Press started by Leonard and Virginia Woolf prospered financially as well as artistically. Far beyond their original idea, it has made great contribution to the development of English literature and even the world modern literature. Several elements steered them towards its success.First, rather than choosing a career blindly, they stepped into a field which was familiar to them; Second, by pinpointing their publishing areas, together with their fame as writers, they established a reputation for the Press; Third, facing the market, they were flexible to adjust the strategies both in operations and pursuit of reading markets; Last but not the least, they gave up their control over the Press when the literary ideal was eroded by the commercialization.

Key words: The Hogarth Press, The Woolfs, Literary marketplace, Modernism