Promoting Musical Artists in the Post-RIAA Music World?

Mattcelt asks: "While we're all discussing the eventual demise of the RIAA and the triumph of the MP3, what should a small independent music publishing company do to sell a new artist to the public? My publishing company recently ran a $4,000 advertising campaign on a local radio station (107.9 the Link in Charlotte, NC). Despite reaching an average audience of more than 10,000 during peak times, we netted *0* sales. That's right, absolutely nothing. I've made the entire album available in MP3 format on the Ephelian Records website to facilitate adoption, and I know some people have downloaded the songs, but I can't figure out why no one has pre-ordered the CD. How does an indie artist make a living when gig prices for unknown artists will barely cover the gas money and CDs won't sell? Are we really wrong about the availability of MP3s affecting music sales?"