The wide use of websites, blogs, podcasts, and social media as book publicity vehicles is widely accepted today, but are they enough? Today's most successful people in the book industry would also speak up for the value of traditional publicity – coverage in newspapers, magazines, TV, and radio. They would also recommend working with publicists and other professional book marketers. To some extent, it depends on how authors define success, but visibility is always helpful. Online-only promotion might work for authors who are already celebrities with huge followings. But for others, media coverage is worthwhile.

If you read case studies about a few best-sellers, you'll find the recipe for success is generally a well-planned marketing effort with many parts. Specifically, it involves media coverage generated by a publicist and an active, visible author with a sizeable social media following are good online visibility. The quality of your book also matters, and an excellent, professionally produced book is a requirement for success. Self-publishing authors need editors, cover designers, and other content preparation professionals to bring their books to the finish line. It ensures you'll measure up to the competition.

Large, successful, traditional publishers have maintained marketing and publicity staffs for decades. It's a recognition of their crucial role in making books successful. If authors could do without publicists, publishing houses would have noticed years ago. Therefore, if you're service about your book and its success, find a way to have a PR person working on it as it launches. There is prestige and influence that comes from media coverage of a book. Because PR people have media contacts and can help spark coverage, they are beneficial. Your book publicity may also help you and your business.

Marketing pros also will gear your coverage to the target readers for your book. Before you begin writing it, consider your audience. Having a book that meets the needs and interests of target readers will propel its success. It's wise to remember that no book can be for everyone, so meeting the needs of a clearcut group is vital. Given the competition in every genre, high-quality books for an audience with distinct interests fare much better. Then, add professional marketing support with your well-produced book, and you'll be on your way. Book sales are healthy these days, and you can claim your share.