Authors earn their wages—and here in Finland, the average writer earns only a couple of thousand euros a year. However, even that amount can’t be deposited if nobody’s buying the books. In recent weeks, Pasi Jääskäläinen has drawn attention to the fact that in our small language area, there are too many writers and too few readers buying their work. He has decided to offer his highly-praised, often-translated books for free. Participants discussed this same topic last weekend during the non-fiction writer’s seminar at Arktikum. As the book industry continues to transform, authors need more than the ability to write. Because publishers provide visibility to only a few big names, other writers need to unlock the secrets of self-marketing. On my way home from the seminar, I asked the chair of the Finnish Book Publishers what he considered the most effective sales channel: trade fairs, speaking events, or e-commerce. According to him, there is no unambiguous answer. We have to actively seek new opportunities; the book must reach the right audience in the right place. Traditional methods for book sales aren’t enough; writers need to start a new chapter.