Sales of monographs vary widely, from a few hundred copies to several thousand copies. Much depends on the intended audience; if a book is for scholars in a specific discipline, then the sales profile depends largely on the size of the discipline, for example history versus ethnomusicology or physics, as well as on the contribution of the book itself, the author’s profile in the field, and timeliness of the topic. Some university press books are intended for a crossover audience, and the university press may have higher expectations that the book can reach a trade or average reader. Talk to your university press about their market expectations for your book.
—AUPresses Faculty Outreach Committee