A good friend of mine had a book published by a major publisher last year. Even in that situation, expectations have changed. She was encouraged by both her editor and her agent to develop a website (on her own), create a Facebook fan page, twitter, and interact with potential readers in numerous ways. She spends a fair amount of time doing promotion and expects it to payoff down the road when she is negotiating for her next book and as she develops a reader base.
Kudos to Richard (and others) who take the very big step of putting themselves out there where anyone with a keyboard can say whatever they wish about their books.
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