When Martin Luther posted his otheseso on the door of the Wittenberg church in 1517, protesting corrupt practices, he was virtually unkwn. Within months, his ideas spread across Germany, then all of Europe; within years, their author was t just famous, but infamous, responsible for catalyzing the violent wave of religious reform that would come to be kwn as the Protestant Reformation and engulfing Europe in decades of bloody war. Luther came of age with the printing press, and the path to glory of neither one was obvious to the casual observer of the time. Printing was, and is, a risky business-the questions were how to kw how much to print and how to get there before the competition. Pettegree illustrates Luther's great gifts t simply as a theologian, but as a communicator, indeed, as the world's first mass-media figure, its first brand. He recognized in printing the power of pamphlets, written in the colloquial German of everyday people, to win the battle of ideas. But that wasn't eugh-t just words, but the medium itself was the message. Fatefully, Luther had a partner in the form of artist and businessman Lucas Cranach, who together with Wittenberg's printers created the distinctive look of Luther's pamphlets. Together, Luther and Cranach created a product that spread like wildfire-it was both incredibly successful and widely imitated. Soon Germany was overwhelmed by a blizzard of pamphlets, with Wittenberg at its heart; the Reformation itself would blaze on for more than a hundred years. Publishing in advance of the Reformation's 500th anniversary, Brand Luther fuses the history of religion, of printing, and of capitalism-the literal marketplace of ideas-into one enthralling story, revolutionizing our understanding of one of the pivotal figures and eras in human history.
Andrew Pettegree is Professor of Modern History at the University of St Andrews, where he was the founding director of the St. Andrews Reformation Studies Institute. He is the author of a number of books on the Reformation and the history of communication, including Reformation and the Culture of Persuasion, The Book in the Renaissance, which was a New York Times Notable Book of 2010, and The Invention of News. In 2015 The Invention of News won the Goldsmith Prize of the John F. Kennedy School of Government at Harvard University. He lives in Fife, Scotland. From the Hardcover edition.