Let me make it clear what Oxford University Press did wrong in terms of marketing. Here is how you sell Jin Yong: You come out with cheap paperbacks, and you advertise them in martial arts magazines, you go to martial arts tournaments and exhibitions and sell them at tables there, you sell them to the “urban fiction” crowd, you sell them at science fiction and fantasy conventions, and on and on; in other words you target the kind of people who are into martial arts, because those are the people who are going to buy martial arts fiction. And Jin Yong writes the best martial arts fiction. Get it?
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