Mark Carroll

The June release of British writer Ian McEwan’s “On Chesil Beach” was accompanied by screenings of a 28-minute film profiling the author at dozens of bookstores in the United States. According to producer Powell’s Books, the film aimed to go beyond the traditional author reading to inspire “spirited discussion about great new books and their impact on readers’ lives.” This was, perhaps, an innovative and effective tool for promoting McEwan. But if proponents of the emerging tool of webcasting are proven right, the logistical challenges accompanying such an operation (and those inherent in luring a finite set of audience members to bookstores to watch

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