A recognizable book-world brand has grown from a long-running podcast into publishing, a bookstore, and a media company. The podcast experience emphasizes that publicity is not limited to moments when an author has a book to sell. Authors are expected to operate as brands and content producers who cannot switch visibility on and off. Audience building should center on the author rather than the specific book, with social media functioning as an interactive, relational channel. Posting without engaging is compared to speaking at an event and then leaving. Consistent presence supports loyalty, micro-fan communities, and deeper relationships with content creators.
"When I started, I wanted to interview Michael Lewis and his publicist said he doesn't have a book he's touring for right now, so he's not going to do it. And I was like, well, why? He's still Michael Lewis. That exchange crystallized something for me. The idea that authors only show up when they have something to sell is completely outdated. If you are an author now, you are a brand, a content producer. You can't turn it off and on."
"The audiences should be built around the author, not necessarily the book. The best people on social can maintain an audience regardless of book sales-it's less transactional and more relational. If you notice an author who just appears around a book launch, that's not a conversation, that's a promotion. People are really eager for deeper relationships with the content creators they care about. The loyalty, the micro-fan communities-all of that requires showing up consistently."
"Would you get up in front of a crowd, say something at a dinner party, and then turn your back and run? Because that's the same thing as posting and not engaging with your audience. It is an interactive channel, not a TV show. I've made real relationships with people on Instagram, people I don't really know in person but have become genuine f"
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