12. Advertising and Promoting on Facebook

In the early ’90s, when I first started organizing fringe theater and performance events, I didn’t even own a computer. Promoting shows was a tedious process involving endless phone calls, stuffing press releases in envelopes, and slapping address labels on hundreds of postcards.

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Then e-mail and the web came along, and things got easier. You could send out dozens of press releases, and promo announcements to hundreds of fans, with a single click of the Send button. Instead of spending the rent on glossy printed promo materials, you could stick it all up on the web and then just send out the URL. A giant ...

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