With the growth of blogging and social networking sites the idea of "self promotion" has been talked about frequently lately. It is the idea of making your name your "brand". Getting the word out there about who you are and what you can do - becoming an expert at something. At times this seems like it might be a new phenomenon, however it certainly is not. It goes back to before Mark Twain. In fact, you may not know that Mark Twain used self promotion very effectively early in his writing career.
Here is a great article from Fast Company about how Mark Twain did it!