From the interview:
When a reader comes to your book, it’s not just about the book; it’s about what happens before they get the book, their need, their desire, the things missing from their life and what happens after they put the book down, because ideally your purpose is not just the book, because they’ll read it, and eventually it will be put down, and it will eventually be dust.
It’s the idea that you’re giving them an idea or an experience or entertainment that lives on in their head that they now want to pursue more knowledge in that industry or that genre or more things that you’re doing. They want to connect more with you, or they’re really thinking about this in some way. It’s about this lifespan beyond the book itself.
A joint production of Digital Book World and Astral Road Brand Media: http://www.astralroad.com/