How do Canadian publishers entice readers and other potential customers to buy their books? Canadian publishing has always been a risky business. In a country with a large territory and a small population, a vigilant publisher must be cognizant of the economics of the business even when the forces of the marketplace may be beyond an individual publisher’s control. Publishing is much more than putting a text into print (typesetting, printing, design, and binding). It involves distribution and sales of a cultural commodity for profit or at least making it possible for a publisher to recoup the costs of editing, production, and author’s royalties. This case study focuses on Canadian publishers’ catalogues, their form and function, and discusses other publicity stunts and campaigns used in the promotion and marketing of books.