Canny aspiring authors are aware of these issues. You can make the publisher a potential ally by identifying as clearly and extensively as possible the potential audience. Identifying the niche a proposed book would fit in the publisher's catalog indicates you have done sufficient spadework to know what a particular publisher focuses on, and you can articulate how a proposed book will benefit the publisher's product line and bottom line. This problem of reaching the target audience determines who or what is the vehicle for getting books into desired channels. Books appear in many other venues you might not think of.
Speakers sell books in the back of the room at events.
Specialty and specialized book clubs require titles with subject matter appropriate to their area. Some publishers publish strictly for direct marketing channels. Increasing numbers of books are being sold in cyberspace. Depending on editorial focus, the publisher makes decisions on where and how to market a title in some of the above marketing channels, or others we have not explored. All rights reserved.