Devoted readers is what keeps the publishers signing new contracts for the authors.
That and authors marketing themselves is important in this day and age. The publishers aren't spending nearly enough money on it, or teaching the authors what they can do for themselves. The authors hope that for ever contest they have they might gain a few more readers... or have the winners pass on their experience and help promote the author.
And yes, they are generous people too. Because we all know that there are other things to be spending your money on. So getting their fans to read books with similar tastes they hope that other authors will be reciprical on it.
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That and authors marketing themselves is important in this day and age. The publishers aren't spending nearly enough money on it, or teaching the authors what they can do for themselves. The authors hope that for ever contest they have they might gain a few more readers... or have the winners pass on their experience and help promote the author.
And yes, they are generous people too. Because we all know that there are other things to be spending your money on. So getting their fans to read books with similar tastes they hope that other authors will be reciprical on it.