Publishing houses traditionally published books but today, authors take on this responsibility themselves. They use their visibility on social media platforms, connections with other authors and the relationship with media outlets to reach their target audience of potential readers.
The level of their influence and reach affects how many books they are able to sell. This is not to say that quality does not play an important role too. In 2020, book publishing and marketing lives largely online and interviews, podcasts, webinars and workshops are all proving to be viable alternatives to the traditional book launch.