About a year ago I subscribed to Penguin publishing's mail list. So now I get one or two emails a week from them. Originally, the list was clearly aimed at librarians and bookshop owners. I get a lot of updates on new titles and reprint series. It's actually very helpful when I'm trolling for non-YA titles. From there it's really only a minor twist to reorient your emails for direct to consumer ads. Add a few links to retail outlets and your done. Recently they've started to link to a couple of related blogs.
A week or two ago the linked to this listicle about books published a long time ago that didn't become popular but that have specific interest to a more modern audience. They've all been reprinted and I admit, I find myself looking for copies of most of them.
It is an interesting idea to me that a book can be written before there is an audience for it. It makes hunting through the dusty corners of badly organized used bookstores feel more exciting.
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