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Selling Books in a Niche Market: Boys’ Love Manga

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documents in English
6 pages
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  1. Introduction
  2. The yaoi genre of manga
  3. Manga books
    1. The usual trim size
    2. Publishing manga
    3. The target audience
  4. The woman and the stereotype that older people are afraid of new things
  5. Some interesting marketing issues
    1. Selling comics containing nudity
    2. An online store
    3. Yaoi: Choosing purchases by looking at the cover
    4. Depending on word of mouth to come to know about new titles
  6. Conclusion
  7. Works cited

Marketing 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?

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