Publish As a Research-Based Book or a Normal Reference Books?

I'm in the middle of writing a book on a subject matter that covers both aspects of the research and general practice knowledge. I'm wondering to submit it to a publishing company that mainly publishes journals; or send it to a book publisher which is very respectable in the industry. There are two aspects to this:

Price: Generally speaking, the books that are published by research-based publishers (e.g., Springer) are way more expensive than normal reference books.

Reputation Vs. Reaching the Masses: Obviously in terms of reputation in academia, research-based books are considered more seriously; however I'm losing reaching the masses of people who can benefit from it, as a normal reference book.