While the self-made bestsellers get all the headlines, the real news lies in the other direction. The digital age is the age of non-bestsellers—the underappreciated, the forgotten. Because of sharing technologies, the most obscure interest is no longer obscure; it is one click away. The fast-flowing penetration of the internet into all households, and recently into all pockets via a phone, has put an end to the domination of the mass audience. Most of the time, for most creations, it’s a world of niche fulfillment. Left-handed tattoo artists can find each other and share stories and esoteric
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