Beware of the book buzz

The book publishing world depends on buzz. The best kind of book buzz is created by readers who tell their friends about the books they love. Anyone who is part of a circle of reading friends knows that, despite dire predictions about the demise of book publishing, the appetite for reading books is alive and well. But readers have to find out about a book somehow, and that is where promotion comes in—either by publishers or by the authors themselves.

I understand the growing need for writers to promote their own work. Publishers not only expect it; they demand it. This is especially true with small publishers that have very limited marketing budgets. Thankfully, social media make it easier than ever for authors to promote their own books.

Some authors have discovered clandestine means to get the word out. As the Century's book review editor, I’m on high alert for reviews or offers for the same from friends of authors. And it's a a well-known fact that some authors get their friends to post glowing reviews on Amazon, or even use pseudonyms to do it themselves.