The Internet combines the benefits of traditional media with the pulling power of the yellow pages. But the Internet allows the viewer to control the stream of information rather than just watching. And the Internet provides the viewer the opportunity to act on his desire to have the product or learn more about the service immediately and with minimal effort, increasing the likelihood that he will identify himself as a prospect. The Internet is like print media in that the reader has a permanent record of your message, unlike television and radio, where your forum lasts for seconds. However, unlike print media, the message stays before the reader permanently.
People eventually throw out their old newspapers.
With the Net, other pages may change around yours, but you have the opportunity to keep your message in front of the reader. The Internet is like direct mail , where you can personalize your message to the individual reader. With the Internet, readers can even personalize the message themselves. The Internet is like the yellow pages because prospective customers must look for you to find you. The key is making yourself easy to find, and giving users a reason to look.