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Actually, I'm just starting promoting my chapbook (had my first sale the other day!) - no other personal experience though. Right now I'm going to local fests and open-mics. Got my first big one this weekend.
I've also been brainstorming means to get free radio and newspaper promo. There's always press-releases - don't forget them. If you copy the style of reviews currently in papers (and they want to use the review), you'll be surprised how often editors just cut-and-paste press releases right into their paper.
Another one I'm looking at would be to "give away" poetry to help brand my name as a local poet. Likely, this will be centered around holidays - ie a reading of a Christmas poem or short-story.
Starting next year, I would like to make issues advocacy ads for local TV featuring poetry, but all that's still in the brainstorming stage.
Are you (or can you get) tuned into your local artsy scene? If so, here's an idea I've been tumbling around. Maybe go to your local college or high school and get a a) their drama club to make a radio-drama version of a story of yours and b) student radio to broadcast it.
A trend here in the states is book advertisments that are movie trailers. Could very easily let you target your audience. Don't know how much that would cost though.
Do you have any specific project you're lookign to promote?
-Frank
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"Sheepish Sentimentality" - 40 pages of verse from Michigan's north country
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