I'm a horror writer and always have been. I grew up reading classics by Barker, King and Koontz, as well as Lovecraft, Shelley and Stoker. It was never easy going to a bookstore and finding horror books on the shelves.
Despite being a popular genre, horror has always been packed in and stuck with either general fiction or (in an epic travesty) mixed with science fiction. The mainstream bookstores, including Amazon, don't have a separate section dedicated to the fiction genre. How are people supposed to discover new authors if they can't see what's available under the genre?
When I come across a new author, it's often by accident. I go to the general section looking for books by my favorite authors and happen to come across a title or book cover that catches my interest. In the world of digital book-selling, it's almost impossible to find new and emerging horror writers. There are so many books available online that it's impossible to separate the wheat from the chaff. Amazon and other retailers need to stop trivializing horror and instead represent it. If science fiction can have its own area, why can't the coders take a few extra minutes to create a webspace dedicated to horror?
