These days, people spend a lot of time predicting the future of publishing. And some of them are not even parroting the insufferable Seth Godin.
But as I've said before, nobody knows the future. It's anybody's guess what bookselling and book buying and book writing and book editing and even book criticism are going to look like in five or ten years.
It does look like a pretty sure bet that readers are getting more important than ever in supporting authors. And, I mean, well, duh, but I don't mean just supporting them by buying the books; I mean supporting them by spreading the word. Publishers are using their shrinking publicity dollars more and more to plug books they feel sure will be big hits. I don't condemn them for this--I don't know enough about publicity to know whether this is a good or bad strategy.
But this puts more of the weight of spreading the word about an author's books on the shoulders of the authors themselves and their fans.
I still haven't figured out exactly what works for authors, but here are some things that we can all do to support the authors whose work we enjoy.
1.) Be seen reading the books in public. For me, anyway, if I see two different people on the subway reading the same book, I think "I've gotta check that out!" I can sometimes disregard recommendations from friends because I know, "oh, he'll read anything," or "He has a fondness for Judaica that I don't share," but when I see a stranger reading something, I often think, "I wonder if this is a cool trend I need to jump on?"
2.)Tell your friends. And I mean your electronic friends as well as your actual friends. So yeah, post a review on amazon or goodreads, put something on your blog or twitter, or even just announce on your facebook status that you're reading a particular book. You might end up having an interesting exchange about books! I also think "becoming a fan" on facebook is a free and painless way to help out. If the author is shopping a project, you can bet editors will be checking their fan pages to see what the fan base is like, and if you do become a fan, you tell all your facebook friends instantly. Some authors, ahem, even maintain their own fan pages, so you can really interact with them in a way that won't make you feel intrusive, as some people do when writing fan emails. (I happen to love getting fan emails, but people often seem kind of sheepish about writing them.)
3.)Ask for the books. This one is particularly tough on me because of my shy and misanthropic nature, but if you don't see the book in the bookstore, go ahead and ask for it. This is especially helpful in indie bookstores where the buyer actually works in the building.
4.)Check them out of the library. People frequently apologize to me for "only" checking my books out of the library, but I love it when people check my books out of the library! Librarians are facing very tight budgets right now, and you can bet they keep close track of which books circulate and which don't. They'll be more likely to buy more copies of an author's next book if the current book is circulating.
5.)Interact with the author. While this won't technically help spread the word about a book you like, it will probably help the author to feel like she should write another one. This is particularly true if the book wasn't a big seller. Feeling like they're actually reaching real readers who care enough to reach out to them keeps a lot of writers going and motivated to keep writing.
If you're networking online to any degree at all, you're probably able to ineteract with a lot of people in very little time, and many of them probably care what you have to say. This makes you a very powerful marketing force--not just for books, but for any business or product you care about. Or, for that matter, hate. So please, don't be afraid to flex your muscles on behalf of something you really like!

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