Think about it. How often do you see a novel covered in the news or a magazine? Very rarely. Non-fiction just lends itself to these venues, because it gives them ready made material that by nature, is meant to make our lives better somehow. If you're a magazine editor for Vogue, would you rather feature the hottest new diet book which you can excerpt into an article called, Just a Spoonful of Sugar Will Make You Thin THIS MONTH or figure out how to work in yet another novelist's book which has no bearing on your readers other than being the fourteen hundredth this year vying to be the next recommend?
Kind of a no-brainer, right? So, how does a fiction author get coverage? You need to start thinking like a publicist and use every opportunity that presents itself to promote your work. This doesn't mean the hard sell and me, me, me, look at me! social media stance many authors take. It means keeping your eyes open for news tie-ins for your work.
For example, my sophomore novel, Dry as Rain, dealt with the subject of infidelity within a Christian marriage. If suddenly Brad Pitt is in the news because of being unfaithful to Angelina Jolie. (this is just an example, I have no gossip), suddenly the public becomes interested in relationships that seemed perfect, but behind closed doors were anything but. Or say another famous couple has a marriage that seemingly ends out of nowhere but we learn that things had never been quite right (think of Amy Grant some years ago). A window of opportunity opens that gets the press interested in a specific subject and you can jump through that window by pitching non-fiction articles on the subject. 10 Marriages that Shocked the World When They Ended, or whatever. Hopefully you get the idea.
In the world of publicity, be ready for lots and lots of no's and being ignored completely. You cast your widest net and if you get one yes out of a dozen no's, consider yourself lucky.
The thing with publicity is to keep that little snowball rolling, day after day, month, after month, year after year until one fine day, you cause an avalanche.