It depends on what your goal is and what your product is.

If your product is NOTABLE enough to drag on the release and do a launch sequences, then do a launch. If your product is NOT groundbreaking, all a launch will do is kill your credibility.

What I mean is, if your product is something you think people will WANT to wait for and is cool enough that you can effectively tease them... do a launch. But if it is just something that is "a little bit better" than whats there now, don't do a launch because it will make people irritated.

So, if Johnny is about to release a product about a new way that people can make $10,000 a day by doing something new, then yes he should do a launch. But if Johnny's product is just "make a blog. Put adsense on it. Get clicks" then no he shouldnt.

If you don't plan on doing a full launch, you should sign up with a few of the joint venture sites and then list your upcoming product release.

It does not have to be overly fancy. You just need to create a JV page where you give the relevant details to prospective affiliates.

Many affiliates find up coming product launches using these sites and you will recruit a number of affiliates by just having your upcoming product release listed.

I will PM you some links

Regards
James Molfetas