November 23, 2001

Trade Books Can Be Scholarly, Too

By PETER J. DOUGHERTY

You've no doubt heard of the "educated general reader" -- that coveted personage who is supposed to save the world of scholarly publishing from declining sales of monographs and rising costs of new media. Faced with a bleak financial outlook, some university presses have been courting the general reader by signing up so-called trade books, which they hope will sell thousands, perhaps even tens of thousands, of copies to these good readers. Memoirs, novelized histories, politicians'

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