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Big guy books catching on with untapped readership. (Media & Marketing).

Publication: San Diego Business Journal
Publication Date: 26-MAY-03
Format: Online
Delivery: Immediate Online Access

Article Excerpt
Special Report: Printing & Graphics

When ad man John Gould started a book publishing company to target the reluctant reader, he based his topics on action figures and popular comic book characters, placing as much emphasis on graphics and color pictures as on the text.

The theory was that the pictures would engage the attention of readers to turn their reluctance into enthusiasm. After...

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