Interesting article from Seth Godin:
There are two markets for books (and music).
The first market are grazers, collectors or omnivores. They make the market happen. They read a lot of books. They visit the library often. They have 2,000 LPs in their collection. They listen and read around the edges.
The second market consume in response to the market. The average American buys just over one book a year. When I was in college, the typical dorm room had just 40 LPs stacked up. (Even today, when students have 100,000 mp3s, most of them don’t listen widely).
This second market is almost always the market that turn a book into a bestseller. Bestsellers are the books that people who don’t buy books are buying.
You can read the complete article at The Domino Project