The case for reader research

The author argues for a new attitude and praxis in consumer publishing that entails ongoing reader research. This change would reduce failure rates, increase profits, and better serve publishers’ cultural and economic objectives. Such studies would encompass both basic research and research on specific titles. John P. Dessauer founding editor ofBook Research Quarterly, has been a bookseller, publisher, and book club editor, official statistician for AAP, AAUP, ABA, and NACS; co-founder of BISG and editor ofBook Industry Trends from 1977 to 1988; contributing editor ofPublishers Weekly from 1971 to 1988; author ofBook Publishing: A Basic Introduction (Continuum, 1989)