To say didn't need the internet or the Yellow Pages doesn't mean much of anything to this thread, I don't think, unless you are also suggesting that the internet would have hurt them or would have somehow been a negative. I tend to believe that the main effect it would have had was to spread their message even wider (while they were alive). Unless access to the message was somehow a bad thing. It's not an all or nothing game. Word of mouth is great, but that doesn't mean that you must rely only on it, either. Word of mouth is aided by access to information. If someone says "hey, Patrick, you should go check out this book," I will generally hit Amazon, take a look at the price and reviews. If it's not on Amazon, I'm slightly less likely to check it out. If I can't find it in the second, third or fourth store I check - again, the likelihood of me actually buying it drops. Access goes hand in hand with recommendation. My earlier post on this thread was probably a bit long to be easily digested (though anyone who runs a school looking to get the word out should give it a read). To summarize it in one sentence: if you want to be found, you need to be in the place where people look. If you don't want to be found, then it's not something to worry about. Patrick