Becoming a published author is a lot like getting into a really good university. People around you will pat you on the back and tell you that you've made it. And for a while, you will believe them, assuming that things from here on will be smooth sailing, because the brand you're now associated with will ensure that failure stays a safe distance from you for ever.

Then, on the first day of college, you look around and fathom that you're just another face in the crowd. That your achievement places you at a level footing with those around you, but not a shade higher.

Getting published is supposed to be a big deal. But from the multitudes that receive the validation of an established publisher a significant portion rarely see anything more than their name in print. Many authors realise, all too late, that getting published is only stage one in an arduous climb to becoming an established name. It's easy to understand that while many have the creative drive to churn out quality works, fewer still have the marketing acumen or the hunger for self promotion to take them the full distance. And while in the west, the publishers support the marketing efforts both financially and strategically, in India the authors are first made to fend for themselves. Until the numbers start coming in, that is.

The Times of India recently did an article in which the launch of The Debt Collector's Due was featured. The launch (as mentioned in an earlier post) was a part of an initiative to market the book in a novel manner. However, the piece also focussed on the struggles of first time authors in marketing their books. It speaks of the chicken and egg situation, where publishers wait for the book to start selling, but where authors, without guidance, do not know how to generate sales without the support of the publishers.

My own experience thus far has been that the most support you should expect from the publishers is getting them to ensure that the books are stocked in the bookshops. This costs them nothing and is the least that they can do.

The way I see it, publishers take a risk in printing the book and unless they see the author is serious about promoting it, there's little reason for them to risk further financial involvement.

Suffice to say that as a first time author, you're on your own... at least until you can show them them money!!