In the latest episode of the Self‑Publishing with ALLi podcast, veteran authors Orna Ross and Joanna Penn examined the shifting landscape of book promotion.
Both speakers highlighted the growing influence of artificial intelligence tools, noting that while AI can streamline tasks such as copy generation and data analysis, it does not replace the need for authentic author voices.
They contrasted AI’s role with the enduring value of email newsletters, describing them as the most reliable way to maintain direct contact with readers and to drive sales over time.
The discussion also covered alternatives to mainstream social‑media platforms, suggesting that niche communities and targeted advertising can yield better engagement for certain genres.
Print and in‑person marketing received renewed emphasis, with Ross and Penn arguing that physical books and live events create tangible connections that digital channels often lack.
Ultimately, the duo urged authors to craft marketing plans that align with their personal goals, resources and personality, rather than attempting to master every available tactic.