Hustle and Grow

Big publishers discover that entrepreneurial street-lit authors have written the book on reaching an untapped market

When St. Martin's press begins promoting the latest work from novelist K'wan next month, the campaign won't look like the marketing for, say, the corporate thrillers of Joseph Finder. Funkmaster Flex, the hip-hop evangelist, is closer to the flavor. K'wan's reading audience is loyal--he has more than 400,000 books in print. But titles like Gangsta, Road Dawgz and his latest, Hood Rat, have captured an audience well outside St. Martin's usual purview. So instead of signings at Barnes & Noble, St. Martin's is planning giveaways and readings in barber shops and beauty salons. There will be ads on urban radio and...

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