Traditionally published authors everywhere tend to experience the same disappointment when working with their publisher: lack of marketing and publicity support.

Sometimes this is more perceived than real. Publishers tend to do a poor job of letting authors know about all the things they do to market and promote books, especially within industry channels that the author might not see visible evidence of.

But whatever your experience—and however you decide to publish—it’s unwise to depend on a publisher, publicist, or any third party to build your career, or be responsible for growing your readership. Publishers will be focused on the short-term, or on their immediate return on investment. You, the author, have to take care of the long-term career building. While you may delegate tasks or hire help, only an author can truly take ownership of their career and carry out the vision for it. It will also largely fall on your shoulders to execute marketing activities that don’t have immediate payoff but are important for future success and sales.

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