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OG_Gleep said:
As for buzz. Buzz is created in a couple ways. By the press, and by word of mouth. Word of mouth however is fed by a number of sources, but the biggest is probably printed and online media. There are some pretty big dominions fans at CGW and I am pretty sure I remember reading positive comments in PCG as well. There are a couple different preview phases that are in each magazine.
On a related note, when did the Ads first start appearing in magazines? Ad campaigns can start up to a year before release however (longer if the game gets delayed). But it is a good sign that the release is getting closer.
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There are ads in magazines?
Actually I always divided buzz into two things, publicity and marketing. The publicity side (press releases, contests, word of mouth, articles, screen shots) takes time to do. The marketing (ads, attending conventions, boxed sets) tends to take money. One of the reasons that I thought Shrapnel appealed to independent publishers is that Shrapnel does more "we will take the time" stuff and not so much of the "this chunk of money has to be paid back before profits" stuff. Just my opinion though.