ABSTRACT
The traditional view of the publishing industry is that it is product led, rather than focused on the needs of its markets. Editors bring out the titles that they want to publish, with little awareness of their customers. Continuing evidence for this is the high number of new titles entering the market and the low average sale per title. Most commercial publishers would argue, however, that practices have changed in the industry, with the development of marketing departments and a greater awareness of the needs of the markets into which they publish.
