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"Downmarket" in publishing would refer to books produced with neither the resources nor the expectations of a mainstream release. They certainly are cheaper than a NYT bestselling hardcover (or initial ebook), and virtually all fiction books of this description are genre: primarily romance, crime and horror.
In the article, though, the word isn't used all that precisely--no words are, nor are any points really made. It probably wasn't worth 5+ pages of outrage.
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