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p. 1096. The Future of the Bestseller: is there one?locked

  • John Sutherland


‘The future of the bestseller: is there one?’ explores the impact of digitization on the entire arc of the book process. The electronic delivery chain has cheapened the product, while customers have more disposable income, contributing to the inexorable growth in bestseller sales, cumulatively and for individual titles. The influence of the blogosphere and web-merchandisers' capacity for ‘customizing’ clients' preferences are dramatically changing the ‘stampede’ model of consumption. In the future, there will not be national bestsellers but ‘group preferences’. E-bestsellers will bring with them a new sociology of reading and consumption, a pattern which is less list- and more Web-driven, representing new mobilizations and communities of reader.

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