I came across Jeffrey Yamaguchi and Stroboscope Productions today.
Jeffrey has a lot of resources for people working on “projects”. These could be books, films, music CD’s, etc. His slant is helping people succeed with independent efforts (i.e. without a publisher, a studio, a record label, etc.).
His 25 Things You Can Do to Get the Word Out About Your Independent Project is good reading. He recommends that same sorts of things you see in other small business advice columns.
You need a plan.
You need a website.
You need to get PR.
You need to join associations.
You need to consider distribution strategies.
The advice is guerilla at its best.