By Mike R. Underwood, who’d be in a position to know, being both an author (of geek-ladened urban fantasy, no less) and Sales and North American Marketing Manager at Angry Robot, publisher of cool books by rad people (seriously they have some of the best-looking SFF titles currently around).

This is a long read–twenty-five secrets is twenty-five secrets, after all–but it’s definitely worth checking out for anyone with even a passing interest in the industry.