Promoting a new book is hard, especially when you're a first time author. It doesn't matter how good the book is or how nice you are, you'll still wind up doing signings for empty rooms, if you're lucky enough to persuade someone to let you do the signings.
Still, all of that has to be easier than finding yourself in a world where your first novel is coming out and you are not in a position to promote it.
Sometimes the entire literary blogging community will gather around and make sure that, if you can't be out there promoting your book, they'll do whatever they can to help and point people to it.
And sometimes an author in the middle of a book will look up and go "Hang on. The 28th. That was yesterday? I thought it was.... oh bugger."
The book is called The Liar's Diary. The author is very apologetic.