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I think covers matter, but only when they are really bad. I go to the description of the books as the first thing to tell me whether or not I'm interested, and a close second is reviews. Both good and bad reviews are helpful in my book buying decisions. Next is price. Free doesn't interest me as much as it once did, but the other end of the spectrum is a too high a price. Unfamiliar, Independent authors need prices low. If they win me over, then I will pay more for their books.
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