Recent studies have shown that the best way to promote a website is through the use of direct mail, and press releases to print publications. Search engines have become inexact, ponderous, and clumsy because of the sheer volume of information on the internet. Therefore, soliciting traffic to a website is often most effective when done entirely off-line, via good old paper.

This marriage of low tech and high tech seems almost poetic in its symmetry, and certainly in its logic. It also defends the position of those who stated in the early days of cyber-frenzy that computers were another communication tool – not a one-size fits all solution to every form of human interaction.