As noted in last week’s blog, I went to Boston for my son’s graduation. While there, I visited the legendary Harvard Coop in Cambridge. Being in a place so filled to the brim with books and other treats for bibliophiles, I was reminded of a scene in the 1984 comedy-drama film Moscow on the Hudson where Soviet circus performer-turned-defector Vladimir Ivanov (Robin Williams) visits his first U.S. supermarket. Confronted with rows upon rows of various toilet paper choices, he is overwhelmed and faints. That’s how I felt at the Harvard Coop: all that artistry with stories, language, facts and imagination tucked into these magical things called books! I couldn’t buy all of them but how could I choose from among so many temptations?

Away from the obligations and distractions of home, I also leisurely dipped into the New York Times Book Review. It reviews only 2-3 percent of the books that are submitted, only books published in the United States and available through general-interest bookstores, and generally not self-published books. I marveled at the variety of new works that were elevated by appearing in the Review. Those books would soon find their places alongside the floor-to-ceiling bookshelves at the Harvard Coop, other stores around the country, and countless internet bookseller sites. But what about all the great books they didn’t review?

As daunting as it is for readers like me (and you) to choose books in which to invest our time, money and attention, imagine how challenging it is for most authors to get us to choose their books. This challenge is amplified many times over for newer authors, who have not developed a following. Like the Hollywood studio system of yesteryear, the publishing industry that rolled out new authors with national promotions and nurtured their careers no longer exists.

There is a lot of literary talent left in the shadows because most authors are not marketing-savvy. With the emergence of self-publishing services alongside an increase in small publishing houses, authors have new avenues to get their work published. But being published does not automatically equate with selling books, as many a disillusioned novice author has discovered. Authors must maximize their marketing efforts if they want to sell their books.

After months of anticipation, I am happy to announce that my webcast show Book●ed is about to go into production, with a global launch date coming this June. The show will be a lively, entertaining half-hour introducing authors and their recently published books. A new edition of Book●ed will debut every week and then be available 24/7 on our website, as well as other websites and social media. The marketing mix offered to authors is unique among literary webcasts. To find out more about the webcasts and follow our guests, please visit www.bookedwebcast.com. Don’t forget to sign up for email reminders of our weekly blog updates. If you’re an author with a great recently published book, check my website for submission guidelines.