Rory's point about log-rolling is important. We generally try to do the match between book under review and reviewer ourselves.
Where the book review can be important lies not merely in boosting sales (I tend to think the boost pretty modest, anyway), but in getting a conversation going--discussions, in public, about authors and their books. And reviews that aren't knee-jerk positive, but admit, as is true of virtually any collection, that a reader likes some aspects more than others--now that's something one can chew on, write about in letters to the editor, etc. (Why don't more people do the latter?)
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