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I think Mike Stackpole's made a great point - but it only really works for authors who've been previously published commercially and are putting either their backlist or new works up for sale electronically. It works for them because people already know who they are.
I've been reading Mike Stackpole's books for almost 25 years - I've got four of them in this room alone. Directing me to the nearest eBookstore works because he can sell me books on the strength of his name alone.
It's not the indie author trying to fight past commercial advertising because I'm not looking for something new to read in this scenario - I'm looking for a new book by Mike Stackpole - and that only works if I know who the author is and already want to read their books.
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