[Jukka Juutinen]

Bomphoon, if a niche subject book is excellent and properly marketed, it can be well profitable for the publisher. One good example is the Australian military author/publisher Jason Mark, whose books tend to sell their print runs quite quickly despite being very expensive (approx. £50 for a small format (A5) book). There are two publishers who publish mostly military aviation history books for the Finnish market of a tad over 5 million people. And their books tend to be more expensive than comparable books of British publishers.

To be frank, I suspect that the aviation history niche market would do significantly better if we readers committed ourselves to it a bit more. One often hears complaints about lack of funds to buy books, yet in the next sentence one hears that there is money a plenty for tourist travels, tobacco and especially booze (and often those travels' primary goal is to get drunk).