FFWD is great. I have found stuff that I liked, that I didn't think I would originally be into, because of that mag. As well as pretty much everything I was looking for.
I used to be so much more hooked into things which you are describing than I am now. If I remember my past, I think once you go to some shows, spend some time downtown, you see ideas for other shows and events at the places you go to for the first ones. And you hear from word of mouth. You check out those bulletin boards downtown, see stuff in the windows, etc.
Even if your performances aren't downtown, downtown is probably a good place to advertise it as that's the kind of place people who want to check out new things go. So they'll see it.
Facebook does work, but often you just get the same stuff from the same circle. Finding new stuff can be hard. Course I'm not really a Facebook guy, so I might be a little biased, but that's how I remember it.
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