ABSTRACT
This chapter offers a variety of different means by which publishers may offer content to markets, some long established, others new and developing. Modern marketing terminology builds on the understanding, offering ‘vertical line extensions’ of the basic product. Publishers working with professional markets develop content services to which users subscribe, to receive digital access to a service of continuously updated material. Co-publishing offers publishers the opportunity to sell a backlist title to a wider market with a guaranteed firm sale. The selling and stocking of titles aimed at a wide audience takes place through a variety of different mediators. Marketing is also increasingly conducted, by both publisher and increasingly author, directly to the end user, for both personal and professional use, often by subscription or the lodging of a credit card with an online sales mechanism so that orders can be fulfilled quickly.
