While both traditional advertising and digital advertising can be beneficial for a book, Simon & Schuster Advertising Assistant Kate Peppiatt recommends authors start with digital advertising. This is because digital offers better audience targeting capabilities, flexibility with redirecting budget, detailed performance data, and more cost effective options. When choosing which digital platforms to start with, Peppiatt suggests Meta (Facebook and Instagram) and Amazon. Meta is a great way to create title awareness, she says, because of the highly customizable and niche audience targeting. Meta is also very budget-friendly. With Amazon Advertising, there is a clear path to purchase because of the amount of readers already purchasing books on Amazon, and because of programs like Kindle + (formerly Kindle Unlimited).