ABSTRACT
Mass-market paperback publishing has invaded the domain of hardcover publishing. Paperback publishers are producing their own hardcover editions with increasing pace and innovation. Since then changes in editorial thinking, changes in the marketplace and marketing policies, changes in the ownership of mass-market companies, changes in management leadership—all these changes and more have become commonplace. Trade paperbacks have been around a long time, of course, but have only just begun to demonstrate tremendous mass-market potential. The hardcover side may soon invade the mass market by producing its own rack-size paperback editions using the facilities of mass-market paperback organizations for manufacturing and distribution. Mass-market or hardcover trade publishing is too varied and too bewildering to readily accept anything more specific. Many individual magazine wholesalers are continuing their own efforts to boost paperback sales—for example, their seven hundred paperback bookstores from coast-to-coast.
