I have been doing some research into the role of the imprint in the publishing industry and am trying to tackle the question: do we choose our books or do they choose us? Of course physically, we pick out the books we want to read - depending on our mood, our frame of mind; creative marketing strategies help too. But ultimately, who is choosing the books that make it to our bookshelves? Or onto Amazon web pages should I say.
Do the publishing imprints generate information based on their audiences in order to produce books that cater for their 'reading needs', or do our reading habits thrive on the titles that are presented to us as a result of the choices made by experienced publishers? Because I sense a slight dilemma in the world of publishing if all books are to be created on a fundamental basis of audience cravings - what do we know about good reading after all? Surely a decline in the quality of books produced is inevitable if editors are forced to dismiss titles which they consider great potential reading, to make room for something that is more commercially viable?
Amazon.com has launched a number of its own imprints, basing chosen titles on audience recommendations, of course catering entirely for its market, generating huge sales as a result. But is this what we really want the future of reading to become? It seems that the influence of online retailers like Amazon will become detrimental to the types of books that we find ourselves reading in the future. I also feel that catering so directly to an audience will cause massive saturation points within the book market, filling up on chicklits and vampire thrillers for example - so we need to maintain a sense of variety to keep these markets flowing and allow for great new writing to develop and flourish, even if it means publishing a title that doesn't quite fit the 'niche'. Reading and the production of books is all about creativity, and innovative thinking, so maybe we let the publishers decide after all?
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