CHICAGO (CBS) — Gathering today south of Chicago’s loop are America’s authors and the people who read their books on paper or on screen. The author’s job after the writing is over has changed radically over the years, as John Cody reports.

Author Andrew Vachss started turning out stories of his socially conscious anti-hero Burke about 30 years ago. He’d finish typing and start talking to book reviewers.

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“What you had to do then was rely enormously on book reviews. Now, they are meaningless. What you didn’t have to do then was anything in the blogosphere, which now is critical” said Vachss.

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Vachss says his goal used to be one on one contact with potential readers.

“I have a bunch stand in line and sign their books. Today that really has virtually no meaning at all. It is not a good return on investment. The more access you have to ‘mass media’ the better but you can do that marketing almost without leaving your house now,” said Vachss.

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But in this case he did leave his house for a lit fest appearance in Chicago’s South Loop to meet some people and introduce them to his latest book “Aftershock, about the effect of post traumatic stress syndrome…on people who treat it.