Turns out, that's not just for self publishing. Great article in the NY Times today about self-promotion by writers' past. This tidbit regarding my countrymen made me particularly proud:
In “Lost Illusions,” Balzac observes that it was standard practice in Paris to bribe editors and critics with cash and lavish dinners to secure review space, while the city was plastered with loud posters advertising new releases. In 1887, Guy de Maupassant sent up a hot-air balloon over the Seine with the name of his latest short story, “Le Horla,” painted on its side. In 1884, Maurice Barrès hired men to wear sandwich boards promoting his literary review, Les Taches d’Encre. In 1932, Colette created her own line of cosmetics sold through a Paris store. (This first venture into literary name-licensing was, tragically, a flop).A hot air balloon. Of course! Now why didn't I think of that?