What Will Move An Author To Promote His Book?

What will influence authors as to whether they will promote their books to the news media?

It’s not a trick question.  The author of the 21^st century must be very active in promoting one’s book and brand.  If the author gets help from a book publisher – if a publisher’s involved — an author will still heed to supplement its efforts.  No one can do everything that is necessary to properly promote and market a book.  It takes a village.