They read about how to secure a financial future for themselves. They would like to understand how financial markets work, how money gains and losses value, the meaning of financial trends and indices, and other things essential to making investments and measuring their financial performance. They read books that demystify the mysteries of the financial markets---the language, the players, the strategies, and above all, the rewards. They keep abreast of the latest developments in personal finance through regular purchase of books sold by direct mail. These books are in English as well as in other languages. These book buyers are in the mailing list of book shops, book distributors, and mail order book companies.