In Japan, most contemporary readers expect comics, or manga, to be entertaining fiction ('story manga'), magazine-based, and targeted at age- and gender-specific demographics. These narratives eventually reappear in bound book editions ('tankōbon'), after they have proven to be popular to an extent that would warrant print runs of more than 5,000 copies. Due to the central role of magazines as first site of publication since the 1960s, genre specificity has been essential – for editors, readers, and artists alike. While manga's traditional genres have been gender- and age-specific, thematic genres such as SF, horror and comedy, or recently also blog-like essay manga, come to the fore whenever the otherwise prevalent categories forfeit efficacy. But there is one genre which does not comply with these categories, i.e. gakushū manga, educational or instructional comics.
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