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Honestly I think the best promotion you could possibly do would be creating actual novels printed for the regular public a la Warcraft, Halo, etc... The model would be similar in that it uses the games history to create a story that can be read by the general public, but linking it back to the game so people can "experience" the same events. Much like the Magic: The Gathering CCG spawning several novels, the difference would lie in the fact that MUDs' similarities towards novels is much greater than that of a card based game.
I ultimately thought that was the end-result of many MUDs contests for short stories and such. Take such short stories, combine them into an anthology of <insert name here> MUD and you have a ready made book.
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