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It may be a genre thing. But seeing as how I grew up reading SFF (Tolkien, Brooks, Donaldson, etc...), I can assure you that noticing the publisher is not a general trait of genre readers. It wasn't (isn't) for me by any means. I've never picked up a book in the store or in the library because of the publisher name/logo. That sort of thing just wasn't even on my radar when looking for books to read. I just went to the SF section. That was all the filtering I needed.
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