Paperback
A paperback (also known as softback or softcover) is a type of book characterized by a thick paper or paperboard cover, and often held together with glue rather than stitches or staples. In contrast, hardcover or hardback books are bound with cardboard covered with cloth; although more expensive, hardbacks are more durable. Inexpensive books bound in paper have existed since at least the 19th century in such forms as pamphlets, yellowbacks, dime novels, and airport novels. Modern paperbacks can be differentiated by size. In the US there are "mass-market paperbacks" and larger "trade paperbacks." In the UK, there are A-format, B-format and the largest C-format sizes.
Paperback editions of books are issued when a publisher decides to release a book in a low-cost format. Cheap paper, glued bindings, and the lack of a hard cover contribute to the inherent low cost of paperbacks. Paperbacks can be the preferred medium when a book is not expected to be a major seller, or in other situations where the publisher wishes to release a book without putting forth a large investment. Examples include many novels, and newer editions or reprintings of older books.
Mass market
The mass market is the largest group of end consumers for a specified product. It is the opposite of the term niche market.
General
The mass market is the group of end consumers who occupy the overwhelming mass of a bell curve for common household products, i.e., they could be tagged as being "average". Yet, this group consists of such a wide variety of people, their desires towards a certain product may be totally different from each other. Often competition to supply the large market is fierce but relatively easy to enter because of the mass amount of consumer park available.
Although similar sounding, the mass market is the most unwieldy to harness by mass marketing because of the sheer number of consumers and the myriad of needs. It is difficult to target each and every customer in the mass market, therefore, marketers must divide the market into smaller groups with similar wants.
References
External links
