Q. I have a new book manuscript I'm ready to submit to a publisher. My question is: How do I know if I should send it to a major publisher or a smaller one?
A. It depends on the type of book you have. If it is a book with wide, general appeal on a topic of raging public interest—a book with the potential for becoming a block-buster—then a major publisher could be the best choice. They are most able to propel a book onto the best-seller list. However, keep in mind that most of those large publishers will only accept submissions through an agent. If you have no agent and don't plan to seek one, then you would be better off approaching a mid-range publisher.
On the other hand, if yours is a “niche” book—meaning it has a very specific and identifiable market (such as a book for pastors)—then you are better off targeting a smaller publisher that is known for publishing that kind of book. With the smaller publisher, you could be at the top of their priority list –getting a lot more attention and promotion dollars—but might end up on the bottom of the list for a larger publisher—getting little personal attention.