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I have multiple pen names, they are separated for most everything. But, I also have a "publisher" site which corrals those pen names, though I don't do anything with it any more.

How you run your business is up to you. Some pen names can be "open", some can be kept hidden. You should do newsletters for each one, and have at least a static site readers can check out for other books. You can spend a lot of time on social media, or not. What works for you, despite what some will insist you must do, or fail.
 
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