The Ethnographic Interview

 

 

 

 

 

A basic concept we stress at the University of Arizona Press is that of the “target reader.” What we urge YOU as an author to do is to pick out a “target reader” and write in book form for only one reader. Pick out some real person whom you know, then set down your materials so this person will understand what you are saying. When you have a “target reader,” you effect a single level of presentation, rather than trying to provide information to everyone from those who have their doctorates to students in high school who want to delve into the subject just a bit. Choose your level of communication and stay with it – by addressing yourself in your writing to only this one person. We believe you will find this concept a highly workable one.

When you as an author write successfully for one, we as a publisher may be able to take your book and sell thousands of copies because each person feels “this was meant for me.” on the other hand, if you try to write for thousands, and embrace all of their varied interests and viewpoints, we may not be able to sell a single copy. Stick to your one-level approach, and we as publishers will take care of informing readers at all levels of interest and of understanding how the book will fit into their realm. (p. 213)

- The Ethnographic Interview (by James P. Spradley)