When Carynn Tey first started in public relations and marketing for Penguin Books Singapore, she found establishing relationships with the local, independent bookstores to be challenging. She faced a lot of resistance and rejection from the bookstore owners when pitching books and promotional ideas. The book market has since become more difficult for the independent owners, forcing them to realize they need to be more open to new authors and to in-store promotions that Tey recommends to drive business. This includes book readings and signings, along with other events to drive customers into the stores. A key factor in whether or not customers respond to the events is the author's own network and following, Tey says. Before the bookstore owners will dedicate shelf space or event space to an author, the author needs to show that they already have an audience or following and are willing to do what it takes to promote the events.