The best time to start promoting your book is three years before it comes out. Three years to build a reputation, build a permission asset, build a blog, build a following, build credibility and build the connections you'll need later.
I detest producing. I mean, I feel like I do it to enable myself to do all the other stuff that I do love, but I find it's in conflict with the other roles because the producer needs to be the one who says "No" and the director and the writer need to let their mind be free.