My vote, though, would actually go to stories set within the TV shows TNG, DS9, Voyager, and ENT. I think if you were clever you could find some really interesting spaces to fill...in particular, I'd LOVE a book set in between the first two or three episodes of TNG, retroactively connecting character arcs to the more stilted writing and performing back then. It seems weird to me that TOS books set within the 5 year mission do so well, but they're not publishing any similarly-set 24th century novels.
Agreed. I've been saying this for years, but have about given up that it'll ever happen. They don't have to go back to them exclusively, just make special events out of them. Sales might go up that way, but as I said, I doubt it.