The next time I hear an author whine that the publisher didn't do enough to promote his or her book, I'll send them to this Harvard Business School study of author James Patterson. Authors are usually shocked, shocked to learn that their platform is their responsibility, but the example of Patterson can offer a bit of consolation. Even rich writers sometimes put their own money in the game (Grisham did it, Patterson did it, there is nothing wrong with it), and the bestsellers get there for a reason.
Related article from Forbes.com, "Why James Patterson is Worth $150 Million."
If you wonder what this has to do with scholarly book and article publishing at Georgetown, the answer is "everything." We learn from the playbook of the great trade success stories in order to adapt some of their real-world savvy to our own boutique titles. And why not? A smart idea is a smart idea, whether it's for a beach read or for a book about history, biology, psychology, and more.