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There is also the subjective element in choosing a book. No two people have exactly the same taste in reading material. One person might like Stephen King's or Dean Koontz's writing while another may hate it even though both like the genres in which the two men write. And sales #'s don't mean much either if you think about it. Just because x many people bought one book by a given author doesn't mean that his/her next book will attract as many return readers. All the publisher is concerned with is the book making back its investment. Or that's the impression I have of the publishing business anyway.
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