Members of the book trade as well as the theory of communication and advertising presume a positive relationship between attention in the media and sales. This view, however, stands in need of qualification. When the actual purchases of individual buyers of literature are considered, a relationship with attention given in the media is not found in all cases: besides a substantial group of buyers who purchase a title which has received attention, there is also a considerable number of buyers who purchase a title which has received no attention in the media. We assume that these differences in the actual purchases of buyers of literature are related to differences in consumer behavior. The analyses in our paper corroborate this assumption. The groups of buyers distinguished above appear to differ, among other things, as regards their use and appreciation of various sources of information with respect to literature.