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It's become fashionable to bash marketing "gurus" just because. There are some for whom the prospect of even looking at someone for a "guru" is really a sin. They believe in being free-thinkers, unfettered by the bonds of guru-dom.

Joann McCall has an interesting perspective on their own problem. As president of McCall Public relations in Portand, Oregon, she specializes in generating publicity for editors. She also has been a radio host, interviewer and newscaster for 18 years and hosts a radio show with her partner, Debb Janes, called "Janes McCall & Organization.," on KKSN radio in Portland.

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These days, however, keep hold of your wallet. A new breed of radio host is insisting that guests fork over a few hundred dollars---sometimes more---for the "privilege" of being on their show. Some guests, desperate for exposure for almost any new book or project, willingly funds money. Then they're disappointed when they get little feedback from listeners, or the show within no selling.

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