This article comes from Publisher’s Weekly. To read the complete article, please visit http://www.publishersweekly.com/pw/by-topic/industry-news/publisher-news/article/53806-do-mass-market-originals-still-work-.html
Despite shrinking sales, declining shelf space, and the rise in popularity of relatively inexpensive e-book editions, mass market paperback is still a category that can be used to break out an author—especially in tandem with other publishing formats. A number of publishers contacted by PW said despite the category’s decline, mass market pricing combined with savvy marketing in the right genres—among them romance, westerns, paranormal, and crime/thrillers—can still lift an author’s sales, significantly.
Nevertheless, the category presents problems. “It has become very difficult to launch a new author in mass market,” said Pocket Books executive v-p and publisher Louise Burke. “It appears that the e-book format has filled that void in some cases.” But other publishers con tinue to look to mass market paperback originals as a way to build a following and establish a writer in the marketplace.