For Mac OS X we have AppStore and Macupdate to 'publish' your new releases.
For windows most 'listing' sites like download.net , softpedia, .. are awful, messy and do not come even close to a clean and readable site like Macupdate.
So your best bet is to put your Windows apps on as many 'listing' site as possible.
Now, many sites seems to use PAD files. This is a xml file with all information about your app. You send the PAD file or provide a url link for the PAD file and your app is automatically added to those sites.
But how to create a good PAD file? PAD editors/creators?
Any help is welcome.