ABSTRACT
This chapter offers a more detailed exploration of several markets that are particularly important to publishers. The advance information produced by publishing houses often lists the target market as the general reader or sometimes their more cultivated counterpart, the educated general reader. Purchasing budgets for libraries increasingly have to cover information access through methods other than title purchase, and the costs of libraries offering technology and entertainment through internet access, audio and downloads all depletes the book purchasing funds. Most general publishing houses have a children's division and, although pioneering work was done, until comparatively recently they were often seen as subsidiary activity to the development of the firm's main list. Attractive printed material is still a mainstay of children's marketing: something that will make an impression on the book-buyer and provide a taste of the quality of the product. The creation of interesting websites where children can find out more about their favourite characters is also very important.
