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The real question you have to ask yourself is this:
How did you find out about the books you like to read?
Also, with regard to paid promotional websites, you need to consider who their real customers are. That is, who do they want to collect money from? If their customers are the people (librarians, etc.) who are hearing about books from them, then why are they charging you? And if their customers are authors, why would they care about people who aren't their customers? It's possible that these websites that want to charge you hundreds or thousands of dollars to promote your books are legitimate ... but that wouldn't be my first assumption.
As far as giving away books to readers, email 'em. Or put them on Smashwords and email 'em coupons.
Take a look at the Author Self-Promotion section here for some examples of people promoting their own books.
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