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Here's another spin on the cover discussion. I read a lot of fantasy and over the last few years, this genre has seen a lot of growth in books about the undead/vampires, a la Twilight etc. And many of these books have covers that are geared decidedly towards a female audience. I'm male but I don't usually have a problem reading books with female protoganists or even books written towards a female audience. But back in the day of reading paper books, I wouldn't be caught dead holding a book with a cover that looked like a romance novel. Now with ebooks, it's not as important and I've read a few books I might not have if I had to be judged by my book covers :-).
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