Why shouldn’t I just pay for ads to get the word out about my book; why do I need publicity?

When you earn book publicity — let’s say a big article in a major magazine and its website — your book appears more credible because it’s vetted and promoted by a trusted and influential media outlet. Anyone can buy an ad in a magazine, but getting an editor to write a story about you gives the book more credibility. Many people consider media coverage more valuable than book advertising in sparking sales and gaining new readers.