As soon as rights revert back to me, I release all my stuff online under a CC license. Like you say, short stories are advertising, not income. When someone reads one of my stories in a magazine or anthology, if they google my name they suddenly have access to everything I've ever sold. It just seems like the best way, for me.

*googles himself*

Except they end up at my blog, which is not where my stories are. Gonna have to do something about that...