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Depends what your goals are. On a purely financial level, most authors who use paid promotion don't earn the money back. (There's always the notable exception.) If you're after readership, then paid promotion will get you readers you wouldn't have otherwise acquired.
It's worth noting that even major publishers don't usually run advertising campaigns for their books. Author interviews on news sites, yes. Paying for priority bookstands in stores, yes. Advertisements in the New Yorker? Highly unlikely.
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