But why would authors or publishers want to decrease their potential novel buyers? Surely they wouldn't make as much from serialization.
1. Individual issues of the serialized format will naturally cost far less than the completed novel, expanding the potential audience greatly.
2. While the individual issues of the serialized format may cost less, the total cost of purchasing the completed run may be greater than what you could charge for a single book.
3. The serialized format is appealing to advertisers in a way books are not. That may not be money that flows directly to creators, but the more money any industry makes, the more there potentially is for everybody.
4. When talking about a serialized format for prose, we're not really talking about publishing individual chapters of a novel. We're really talking about periodical platforms where prose can be published in a serialized format. Those platforms, however, would not be restricted to merely publishing novels. They would also be places where writers could sell short stories and novellas or other work which isn't all that economically viable in a book-dominated marketplace.
And just to be clear, I'm not talking about replacing the novel or even substituting serialization for novels. I'm talking about an industry having another format through which it can sell its product to the public, a format which has different strengths and appeal than the existing format or formats that industry uses. I don't get how the attractivness of that is so hard to understand.