Michelle Sagara

I think graphic novels/comics are a perfect example. I think the overlap between comics fans and sci-fi/fantasy fans tends to be fairly large. I know I spend hours on comics messageboards online in a given week, and the industry is VERY invested in comics Web sites. Editors, authors, artists all make themselves available for articles and interviews. I don't know if the companies themselves are spending any money (get into it with a comics fan sometime about marketing for an interesting argument), but they're getting huge amounts of promotion for their products.