(i) Cheap : Novels were very cheap as compared to manuscript. These circulated among few people. In contrast, because of being printed, novels were widely read and became popular very quickly. (ii) Novels catered to the need of common people : Printing created an appetite for new kinds of writing. As more and more people could now read, they wanted to see their own lives, experiences, emotions and relationships reflected in what they read. Novels, ideally catered to this need. It soon acquired distinctively Indian forms and styles. For readers, it opened up new worlds of experience, and gave a vivid sense of the diversity of human lives. (iii) New Readers : The novel first took firm root in England and France. Novels began to be written from the seventeenth century, but they really flowered from the eighteenth century. New groups of lower-middle-class people such as shopkeepers and clerks, along with the traditional aristocratic and gentlemanly classes in England and France now formed the new readership for novels. (iv) Hiring novels : Technological improvements in printing brought down the price of books and innovations in marketing led to expanded sales. In France, publishers found that they could make super profits by hiring out novels by the hour. The novel was one of the first mass-produced items to be sold. (v) New absorbing and believable world : The worlds created by novels were absorbing and believable, and seemingly real. While reading novels, the reader was transported to another person’s world, and began looking at life as it was experienced by the characters of the novel. Besides, novels allowed individuals the pleasure of reading in private, as well as the joy of publicly reading or discussing stories with friends or relatives. In rural areas people would collect to hear one of them reading a novel aloud, often becoming deeply involved in the lives of the characters.