Selling Books in a Niche Market: Boys’ Love Manga
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document in English
literature
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published 07/08/2007
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level : Advanced
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SummaryMarketing is a crucial element of any successful publishing enterprise, especially for a book that is intended for a niche market. When the target audience is small, it is infinitely more important to market the books strategically. Otherwise, a publishing house risks losing its core audience, the customers of a niche market. Boys’ love (or yaoi) manga is intended for one such niche market.
This paper will explore the marketing practices of the yaoi manga publishing industry in America, and the reasons behind those practices. The marketing efforts of this genre are unique because of the specialized audience. To help illustrate a complete picture of the yaoi market, I’ve compiled research from other sources, and have also conducted an online survey of potential book buyers. I also spoke to boys’ love manga publishers via e-mail and visited local bookstores to see how the yaoi manga appears at the point of sale. But first: what is yaoi manga?
This paper will explore the marketing practices of the yaoi manga publishing industry in America, and the reasons behind those practices. The marketing efforts of this genre are unique because of the specialized audience. To help illustrate a complete picture of the yaoi market, I’ve compiled research from other sources, and have also conducted an online survey of potential book buyers. I also spoke to boys’ love manga publishers via e-mail and visited local bookstores to see how the yaoi manga appears at the point of sale. But first: what is yaoi manga?
Table of Contents
- This paper will explore the marketing practices of the yaoi manga publishing industry in America, and the reasons behind those practices
- The yaoi genre of manga is much like the mass market romance genre in that there might be an element of mystery, fantasy, suspense, or adventure, but all the books have one thing in common
- The yaoi genre of manga is much like the mass market romance genre in that there might be an element of mystery, fantasy, suspense, or adventure, but all the books have one thing in common
- As I was visiting bookstores to take a look at their inventory, I happened to see a small group of these fangirls in action
- A recent article in Publisher's Weekly stated that a comic store owner, who had sold comics containing nude images to minors, is going to court to face charges
- Another variable for marketers of yaoi manga is the internet; the online gathering of fans is both a blessing and a curse
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