Building buzz for a book used to be a pretty straightforward endeavor. Finagle a book review at a leading mass media outlet like The New York Times and the title was sure to be a bestseller. As media has moved to digital, though, discoverability of books has become much more fragmented. While a review in NYT is nothing to sniff at today, there are other players that book marketers should be targeting.
"Know your audience" is a common maxim among writers, one that pushes them to deliver the most useful or entertaining content they can for their readers. Yet knowing one's audience in a precise way has been a difficulty for book publishers up until fairly recently. Except