finding readers

'How does a solitary writer attract attention in the age of mass culture?' asks Robert McCrum on Books in the Observer, 27th February.  It was hard enough for the majority of writers even in the old days when publishers sent out review copies and used their contacts to get mentions in the leading book columns.  After the initial flurry of attention, all went quiet.  It was down to word of mouth: recommendations passed from individual to individual.  Now a potentially vast arena has opened up.  'Word of mouth' has become blogs and tweets to the world.  But who's listening?  It still comes down to finding your audience - readers and followers.  If you have a name and a following to start with - as Margaret Atwood does - then you have a readymade audience.  She doesn't need to sell her wares.  She must just like chatting to fans.   For others without such a following, what's the answer?   Is there anyone out there who will read this and respond?