The publisher is increasing volumes of 12-16pp BLAD (basic layout and design) teaser titles, but said in-store printed advertising was still highly valued.
Cookery publisher Lindsey Evans said Penguin had upped numbers of BLADs, which are circulated in very short runs.
"Lesser known authors are not as likely to get a big push nowadays. When it comes to shifting books, BLADs can also be a good way of spreading the word," said Evans.
She added that it was vital titles also had a marketing presence in bookstores like Waterstone's and Borders to attract passing trade.
Book runs are declining throughout the industry. Harper Collins recently announced a review of the titles it publishes.
Also see:
