“But there's also the fact that in my experience most of my readers are first and foremost plain old-fashioned readers. Good readers. They're not looking for cozy brand-name output and that means I don't have to give it to 'em. They're not lazy and have little patience with pre-fab beach-bag books or Oprah's opine du jour. They're questers.
They know that every now and then you're gonna get lucky and pure gold like King and Straub's Black House will simply drop into your lap at the local supermarket but after that, if your bent is horror and suspense fiction, you're gonna have to get your hands dirty and root around for more. Find a Ramsey Campbell or an Edward Lee. They expect diversity and search it out. They want what all good readers want - to be taken somewhere in a book or a story that's really worth visiting for a while. Maybe even worth thinking about after.
If that place happens to scare the hell out of you all the better.”