Do It For Yourself- Self Marketing.
I remember when I had my first books published. I was so excited. Directed to Publish America (what I now know as a worthless publishing company) by a 'misinformed agent', I did many innovative things in the way of marketing. I passed out the usual business cards and bookmarks, but also made buttons,bumper stickers and window decals.
As my own editor, agent, publisher and marketing department I am embracing the electronic age and way of marketing. I twitter as @jumpouttheboat & eywade and follow whom I consider the best in their field. I have three Facebook pages Written by Ey Wade & The Interviewed Character representing different aspects of the company, a website- Wade-In Publishing and two blogs wade-inpublishing.blogspot.com & In the Chair. Each hopefully sharing different information.
Smashwords gave me the courage to self-publish e-books which are available for download on BN, the Reader Store (Sony) , Apple and in multiple formats and ready for (whichever model) e-reader you favor. Amazon has also given this ability to the writer
I guess my point is, traditional is good, but when you believe in yourself get out and work for yourself.