Thirty years ago, when I first got into the book publishing business, it was an elitist occupation. Publishers met in smoke-filled board rooms and made decisions about what the reading public should read. It never occurred to them to ask the readers themselves.

However, as the new marketing director for a fairly successful imprint, I didn’t know any better. I naively decided to conduct a consumer research project. I wanted to know more about what influenced readers to buy our books. Was it an advertisement for the book, an interview with the author, merchandising in the store, or perhaps the simple recommendation of a friend? It seemed like an obvious question.

Last month, we published Notes From The Tilt-A-Whirl: Wide-Eyed Wonder in God’s Spoken World by N.D. Wilson. In a few minutes I’ll tell you how to get a copy free.

Last Friday, I spoke at the Music City Media Mixer, a luncheon sponsored by George Uribe and Ebie McFarland. I spoke on the topic of “The Importance of Building an Author Platform.” While my talk focused primarily on authors, the principles I shared apply to anyone trying to sell anything in today’s environment.

Building an author platform has never been more important. This is because of three realities author’s face today:

A while back, I received an email from one of our authors, notifying us that he had hired a new literary agent. My first thought was, You’ve got to be kidding! Of all the agents out there, why would you pick THAT one!

Don’t get me wrong. I have nothing against agents. Not only was I a literary agent for six years, I have been represented by an agent on all of the books I have personally published. And, of course, as a publisher, I deal with agents on a daily basis.

I am endlessly surprised by what works and what doesn’t, especially when it comes to publishing. I experience this first-hand when it comes to my blog.

Sometimes I write a post and think, This is going to get huge traffic. Then I post it and watch in disbelief as people collectively shrug their shoulders and ignore it.

We are publishing a new book by Donald Miller this September. It is called A Million Miles in a Thousand Years. In case you are not familiar with Donald Miller, he is the New York Times bestselling author of Blue Like Jazz. His free-flowing narrative style and authenticity have made him one of our most popular authors.

In 30 years of book publishing I have heard it all. In the spring of 1987, I received a book proposal from a man who was predicting that the Rapture would happen before November (the 40-year anniversary of the founding of Israel).

It’s no secret that book sales have suffered in the current recession. According to the Book Industry Study Group, units sales for 2008 were 3.03 billion, down 1.5%, from 3.13 billion copies in 2007. If you look at the dollar comparison, book sales were actually up 1%, but this was driven by higher retail prices.

It’s no secret that I am a big fan of the Amazon Kindle 2. However, whenever I write about it (as I did recently here and here), I always have someone who says, “I will never convert to an eBook reader. I just love the feel of a book in my hands.”

I received an email yesterday from a young lady who wanted to write a book. She complained that neither publishers nor agents would give her a chance. According to her, their main objection was that she didn’t have a platform. “How can I get a platform,” she wrote, “if no one will publish me?”