Showing a Custom Field in the Screen

[kans]

I see in the Admin Panel that there are many custom fields for each entity.  However what I do not understand is that how do I display these in the screen?  For example, I want to use a custom field under product to store the Author name. 

To achieve this, I think while creating the Product, I will just enter the name of the author in Product Custom 1 field.  But how will i make this display in the screen in the product Details Page.

Any help would be great.