Discourage a Demographic
Though one might assume that Chapman tries to attract all potential subscribers, he specifically avoids certain demographics, day traders for example. He wants readers who will care about the case for the long haul, not those who are trying to make a quick buck on it. Trying to serve would-be investors who don't know anything about bankruptcy would only bring him headaches, he suggests. "I don't want to be educating anybody," he says. Therefore, he intentionally sets his per-issue price high enough to discourage those with a casual interest.
Otherwise, Chapman is happy -- delighted, really -- to talk about a bankruptcy with any of his clients. But he wants those clients to be informed insiders.