Last night's "Marketing Your RPG" panel was hosted by the Blonde Frog. Although some of the advice was applicable to smaller (hobby) publishers, most was aimed at larger publishers. That makes sense, as the panel was composed of folks representing Frog God Games and others with fairly large footprints in the hobby.
The OSR does not have a large enough footprint in general to use many of the advertising and marketing techniques in question. Our strength is the tightness of the OSR community, which I saw first hand with the Basic Fantasy RPG and Swords & Wizardry Appreciation Days. There are some amazingly creative members of our community that enjoy giving back to the community.
It's a community that is very accepting of "fan and hobbyist" created works and can also be highly critical when those hobbyists attempt to make the step to professional. If they slip we tell them. Often vocally. It is simply how we are.
This also means that projects can live or die based upon the rep of the people being it, as word of mouth is our hobby's main method of marketing. That doesn't mean a good rep will necessarily make a project successful, but a poor rep can kill it before release.
The OSR, with a few notable exceptions, pretty much works for beer money and a pat on the back. There is nothing wrong with that, but I for one would like to step up to buying more microbrews ;)
So, any words of advice for your fellow hobbyists?