Authors have to do more of the promotion for their books nowadays. There is no getting around it. We get it, we do. And, for those of us who want it badly, we're willing to go out and do it.
But marketing costs money. It could cost thousands. So, who should pay for it? Should it be the author who may have gotten a (rather small to nonexistent) advance? Should it be the publisher (who often isn't anywhere near "NYC Publishing Royalty")? This is the tricky part.
I think it depends on the following:
1. Self-published authors
are going to have to go it alone or pay someone who knows just how to get things moving.
2. Small-press authors
should have some assistance. This includes advice, someone to bounce ideas off of, even higher royalties should the author do well with promotion. The publisher and author could see how much money they can logically pool together for this project and go from there, revising as things progress.
3. Large-press authors
should be given a budget, should never have to spend their advance check on promotion or touring, etc. The large press has more power behind it and must be willing to stretch their muscles on behalf of all writers, not just James Patterson.
Just my ideas, of course. I know large presses have many people (not just A-listers) to worry about but, if certain people can be flown all over and put in fancy hotels, you can take a lower list author and give them money for a road tour with Motel-6 stays without having them foot the bill.
But I'm not the novelist here. What do YOU guys think?