It's kind of a chicken or egg thing. Part of my job is to give Tor highly readable books with big, easily marketable hooks, and the Tor's very talented marketing/PR people then spin up ways to get the word out that I couldn't, and we talk to each other about stuff all the while.
https://twitter.com/RudyLopes5/status/1448376642716454919
Bear in mind I'm a bit of a franchise writer for Tor (I have that big damn book contract with them) and the house is contractually obliged to make a big deal about the books I deliver. I don't have the same exposure and attention concerns that many writers do. But in return...
... I am also *very* available to Tor for just about every publicity/marketing thing they ask of me, both for myself and for other authors (note all the "in conversation" events I do) and for Tor in general. I get a lot from them, I give a lot to them. It works.
(I'll note I do events with authors/publishers unrelated to Tor as well -- support your peers and your industry! It's a good thing! -- but Tor is first among equals when it comes to my time and attention. I mean, they literally pay me millions. They get priority.)
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