Tressie McMillan Cottom, published in January 2019, exemplifies this dynamic between the academic and the mainstream. This means that their marketing strategy needs to appeal to several kinds of readers – academic readers need to be assured of the intellectual rigor, while mainstream readers need to feel invited to engage in complicated discourse. Often, they publish works by academic authors geared towards a popular audience. The New Press publishes books that straddle the lines between academic and mainstream. Tressie McMillan Cottom’s fanbase, while finding new audiences How The New Press used NetGalley to engage Dr.
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