EN
The article describes different forms of promoting the literature of genres and the consequences of such promotions for the fans of certain genres. The author examines a crime story portal: ways of describing the genre, offering (or not) the reader the possibility to create some content and co¬ create the portal (which can be done by encouraging the readers to make commentaries or participate in the contests). Establishing a direct contact with readers, results in creating a community of fans. The article presents the following websites: „Portal Kryminalny”, „Zbrodnia w Bibliotece”, „Deckare.pl”, „Klub MORD – Klub Miłośników Powieści Milicyjnej” i „Zbrodnicze Siostrzyczki”.