The best way to promote almost anything is to empower Fans/Friends/Affiliates to spread the word. It's free distribution - even if there is (incentive!) revenue sharing with Affiliates. Your media dollars should go to your "portable presence" like the widgets over there on the right...
For more, read through my coverage of the Advertising 2.0 panel on Widget platforms (from June).
Here is a great example for Guy's book:
For more, read through my coverage of the Advertising 2.0 panel on Widget platforms (from June).
Here is a great example for Guy's book: