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im surprised they do promotion for free honestly but I doubt it would have much of an effect but not being so accessible to indie would make them look a lot better for articles like this.
What kind of store doesn’t do promotion? What universe do you live in for promotion to have no effect?
Many stores the producers bring their things in. It was not uncommon to get stuff from them to put up but the store itself generally did not make it. They just put up what they get. I don’t know what universe you live in but that is how mine has in meat space where you are making the comaparison. Promotions were usually more and bigger for the big guys. the guy who sold his homemade stuff maybe had a bit of space by the register.