Established authors are nearly as bad as dead ones. If I pick up a new novel by Anne Tyler, Nick Hornby, Ian Rankin or Jilly Cooper, I've got a fair idea of what it's going to be about, where it's going to be set, what sort of people the main characters will be, and what the style of writing is going to be. If the opening is a bit slow to get going, I'll stick with it because I know I enjoyed their previous books.
The rules are different for the unpublished to the previously published. That's just a fact. So you should read first time novelists, and as you're reading, you should be working out why were they chosen off the slush pile. What are their special qualities? I'm not suggesting that you should follow what they did (for lots of reasons but not least because the market will have moved on by the time you've finished writing your novel), but it will give you an idea of what the market is looking for and how much better you've got to be to get noticed.