ABSTRACT
This chapter offers a more detailed exploration of several markets that are particularly important to publishers. When approaching specific professional markets, it’s relatively easy to understand industry professionals' audience–industry professionals locate the relevant professional journal or forum, observe what’s going on and start building industry professionals' knowledge. 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’. The marketplace has polarised with the emergence and dominance of key brands and authors in bestseller lists. Books often become more attractive when marketed in combination with toys and clothing, as a branded item appealing to a child with specific interests. When approaching specific professional markets, it’s relatively easy to understand industry professionals' audience–industry professionals locate the relevant professional journal or forum, observe what’s going on and start building industry professionals' knowledge.
