This chapter looks at how Ronsard devised alternative approaches to the production and distribution of his poetry, opening new market opportunities through a “creative destruction” of older strategies and techniques. The model that he fastened upon was to advertise his poetic development in a series of collected editions that offered both new and revised texts for public consumption. Each enlarged edition supplanted previous ones with an improved text. In practice, Ronsard was combining and recombining his poetic materials to generate a superior product. Instead of responding to readers’ demands, he was himself creating a new demand and educating a readership in his preferred modes and styles.