October is a month for book fairs: first Turku, then Frankfurt, and now Helsinki. The fairs bring publicity for new books and for celebrity authors—which is fine. These fairs open one path to the world of books, but what other kinds of publicity do we see? In recent weeks, the Finnish media has enthused about the biography of a pop musician, which makes me wonder why this book has been selected from all the interesting works published at the same time. What propels different media to all take up the same book out of the enormous supply? The importance of the topic? The quality of the work? Perhaps celebrity, a marketing campaign, coverage by competing media, the journalist’s personal interests, or the writer’s personality? The media create their own brand of publicity, as do libraries and educational institutions, as well as literary magazines and awards. Bookstores and fairs are not promoting older books; they focus on what’s new. Literary blogs, tweets and other social media can and should promote wider awareness by publicizing out-of-the-mainstream choices. The right book is more often found on the basis of social recommendations.