Or rather, their belief in, or enthusiasm for, a book may be based on its perceived marketability rather than literary quality. |
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I think this is exactly right. It's easy to forget that publishers
don't have entirely the same attitude to books and writing as we do: at certain moments they have to have more in common with the marketing department of United Biscuits. The publishers who do it best are the ones whose own genuine enthusiasm reproduces that of a particular section of the market.
It's significant that someone starting an operation like MNW came from production, not editorial, though obviously he then recruited a good editorial team. One (not the only) reason so many small publishing start-ups - specially in the short story mags - don't work is because they're started by passionate readers/writers, whose personal enthusiasms (almost by definition) simply don't fit with a big enough market.
Emma