In the complex process of book publishing – whether professional or private – authors increasingly have to perform serious management tasks. The situation is also aggravated in the case of fiction authors by the fact that self-representation in this milieu is often negatively perceived. Due to a lack of knowledge to develop the right strategy, many people do not mind (well) their appearances, although all of this is key to reaching a readership. The aim of my research is to determine for contemporary Hungarian fiction authors in which management processes the involvement of an external specialist may be necessary and how during book publishing for increasing efficiency. Based on in-depth interviews, a case study and secondary research, I present the difficulties faced by authors in publishing a book. I also outline independent authoring opportunities that could be decisive for future book publishing, as well as anticipating the need to hire an external manager.