Lately I've been trading email with Daniel Read of Developer.*. Our conversation has given me some great insights into the working of a 'Boutique Publisher (see Walmart and the Publisher for more details' He's given me permission to excerpt some of our conversation here. I hope you enjoy these snatches of conversation.
How do you know what to write about?
Daniel: An individual title emphasis arises naturally out of what we're doing because of a variety of factors, including the fact that we are very small and only able to produce a certain number of titles. (developer.* is a business to be sure, but also a hobby since I have a full time software development consulting job that's first priority.) Perhaps more importantly, though, our titles will tend to be unique, harder to categorize, and not so much competing head-to-head with other similar titles. Our primary competition is simply the diversity of reading options available to people, and with the perception that only "technical" reading is important.