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‘Publishing is all about embracing risk. When discussing an idea for a potential new book, I do not try to predict its sales. Rather, I ask whether there is something exciting or useful about it that might capture the imagination of its intended market. If we decide to take it on, I try to focus our efforts on bringing out what was special about the idea behind it. If it does capture the public imagination, it will reprint many times. If not, well at least we published a book we thought was exciting.’
From ‘An Interview with Laurence King’,
The Design Observer,
8 September 2011
Check out their site: http://www.laurenceking.com