Different authors write different ways, have different relationships with their audiences, and those are all legitimate. John Green
That literary-popular distinction is, in my view, vastly overstated. At the far poles there are clearly books that are purely commercial and purely literary, written for audiences that want to see the same thing enacted over and over and over again. But the middle is where most people read and most people write. Justin Cronin
The difference between critics and audiences is that one is a group of humans and one is not. Edward Albee
When you start using test audiences, it becomes more scientific than it is about the work itself, and that's boring. Amanda Seyfried