Unfortunately, Joe isn't in business anymore (got snapped up by a big portal) but what he talks about sounds fantastic. I really recommend this podcast on marketing yr indie game.
http://www.indiegamepod.com/podcasts/vgsmart-podcast.mp3Seems like it's a lot about press-releases, even in early dev to announce the upcoming project! Gametunnel announces a lot of indie release for example. I am sure if you do a good job of it, you would get the attention you want
http://gametunnel.com/phpBB/viewtopic.php?t=936There are a lot of indie press releases ^^^^
