Literature; Promotion important to authors

Literature; Promotion important to authors; SCOTLAND: Edinburgh: INT GV of people looking at books at the International Book Festival Man purchasing books at till Side Shot People looking at books on shelves Couple flicking through books EXT Reporter to camera Close Shot Alexander McCall Smith with his name supered beside McCall Smith with reporter Alexander McCall Smith (Author) interview SOT - publishing industry has become more like entertainment industry / there is expectation that you go out there and have impact / it comes from publicity and sales depts within publishers / they are businesses and have to survive Close Shot of Ian Rankin and his name supered beside Close Shot of Ian Rankin book "The Impossible Dead" Rankin and reporter looking at book Ian Rankin (Author) interview SOT - is Jekyl and Hyde existence / spend half year in complete isolation writing the book and half being gregarious and outgoing and doing interviews like this and traveling all around the world meeting readers / writers usually quite introverted and shy