The synergetic relationship existing between publishing companies and fan-driven activities are a key feature of the Japanese manga industry. In this paper, we explain how manga magazines invite their readership to take part in rating the series being pu- blished, search for new talents using contests, and have started partnering with art websites such as Pixiv in the search of active interaction with readers and amateur artists. We also discuss the links between amateur and professional production and the possible advantages dōjinshi (fanzines) present for commercial companies
