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There is a wide variety of ways for people to promote their traditional or self-published books. But because the market is over-saturated with commercials on every bus, billboard and t-shirt, not all the advertising venues are considered equally trustworthy.
This is why some advertising agencies build campaigns in which they choose to advertise with a select number of bloggers whose readership is similar to that the new book is directed toward. However, even those authors and publishers who do not hire a publicist, can often access bloggers in their niche if they do enough searching.
Bloggers like myself often publish statistics about their web traffic and audience to allow “sponsors” (or advertisers) to see whether their websites might be a good fit for advertising a customer’s products. Some research suggests that the personal and perceived-to-be-genuine voice of many bloggers serves as a “gatekeeper” for readers who have developed trust for the voice of the blogger, even though they are otherwise leery of commercial efforts. Knowing that successful bloggers are forced to limit the number of ads on their blogs in order to not lose readers, they understand that the advertisements which are placed are deemed to be a good fit for the blog’s readership.
You can read an example of what the blog advertising process looks like below.
Read my blog advertising opportunities here