This approach will work well for Dorchester. Why? Because they are publishing into precise vertical niches (romance, horror). As genre enthusiasts, their readers are easy to define and reach ... and those readers already recognize Dorchester as a brand.
Ebooks: Mass Market Publisher Going Digital | Mobility Site: "After watching their paperback sales steadily fall in stores such as Walmart, accounting for a 25 percent drop last year alone, Dorchester has decided to radically cut their overhead and focus completely on their digital market. Dorchester publishes 25 to 30 new titles a month (including one of my favorite recent ebooks, The Strangely Beautiful Tale of Miss Percy Parker by Leanna Renee Hieber) of which more than half are romance novels and much of the rest in the 'horror' or 'paranormal romance' genres."
