One of the defining elements of creating a new press is responding to new market formations created by and generating the appearance of new projects. Discerning market potential is therefore integral to press development, which includes the assessment of new audiences or perspectives in conjunction with the projects generated by new presses. Extending from market analysis, forms of publicizing both new presses and new projects are planned and implemented, including traditional areas such as reviews or appearances in mainstream media, including social media, but also tapping potential for publicity innovation in new markets. Sales follow each of these trajectories within a nonprofit context, with access, subscriptions, and point-of-sale purchases gaining relevance at different times or within different project phases. As with other area of focus, NP brings a developing marketing, publicity, and sales knowledge-base to each new press at the same time as it arranges for independent press activity in each of these areas.