ABSTRACT
A trade paperback's appeal is likely to be more subtle. Trade paperback titles in the store will outnumber mass market titles by a wide margin. Mass market paperbacks offer a delicatessen of such staples as books that were hardcover best sellers; self-help and other reference books; mysteries, Westerns, Gothics, romances and other "escape" fiction; tie-ins with films or popular TV programs or cartoon features. Trade paperback publishers are becoming more poster-oriented in their cover art. Mass market publishers' art directors, while looking for covers that will make a book "jump off the rack" are becoming increasingly subtle in their competition with other publishers for rack space. Perhaps the major factor that distinguishes trade paperbacks from mass market paperbacks is the way in which each type of book is distributed, although this distinction is not total. The modern mass market paperback, almost from its beginning, traveled the distribution routes pioneered by magazines and national newspapers.
