No More Big Squeeze
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This really hit home when Grove/Atlantic got hit with heavy returns. "There's [consumer] resistance to buying fiction by a promising new author at $24," Enteken says. To compensate, Grove/Atlantic is publishing new authors, foreign authors, and books aimed at the youth market as paperbacks, skipping hardcover as the traditional first step. "People are starting to understand that it's better to market 2,000 trade paperbacks than 3,000 hardcovers and 2,000 paperbacks," Entreken says.
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