> I guess that's simply how it works nowadays in publishing: Not nowadays, this is how it has always worked. Promotion is always trying to find cost effective

> I guess that's simply how it works nowadays in publishing: Not nowadays, this is how it has always worked. Promotion is always trying to find cost effective ways to raise awareness, using whatever tools are available in the budget that makes sense for the project. You are listening to podcasts that have a correlation, in the days before podcasts you might have noticed the same things with talk shows or magazine articles, the main difference being you might consume fewer of those so not notice as much.