Try not to 'spam' people. Don't clog up their mail system by sending them MP3 unless you know that they want it. Set up a mailing list on your site and promote it in zines, newsgroups and other peoples' sites. It may seem like a great idea to send the editor of NME your bio in the hope that it will get published, but the reality is that you'll be just another unknown card in the pack. Build up a following and you can get noticed. As humans, many of us take our cues for what's good by the sheer weight of numbers.

Read the full article by Geoff Nicholson, in Shareware Music Machine:
www.hitsquad.com/smm/news/9908_121

Details on setting up a mailing list
www.hitsquad.com/smm/news/9907_144