A standard procedure for book promotion is mailing copies of your book out for book reviews. You can conduct a search on Google for “freelance book reviewers” to find reviewers, sometimes categorized by subject. Freelance reviewers often have writing assignments for larger media venues and it is often more successful to contact them directly than through larger magazines or newspapers.
As you seek out reviews on your own, remember that some magazines are more inclined to only review books that have not yet been published while others will want the chance to review it immediately after publication, so it is in your best interest to start this part of the process right away.
If you are serious about getting book reviews, you should send out copies to these publications sooner rather than later.
Also, ask yourself what the specific market is for YOUR book. Once you know your answer, ask yourself what sort of magazines, newspapers, websites, or periodicals those people read. The more you narrow down your audience, the more efficient and cost effective your book marketing campaign will be. Send a review copy to every magazine, newspaper, website, blog, or newsletter your potential audience may read.
When you send out a book for review, always include a complimentary copy of the book, a professional cover letter, and a sales sheet and/or a press release.
To get you started, here is contact information for a syndicated book reviewer who is known to write reviews for self published books:
1600 Hull Circle
Orlando, FL 32806