You may find their results high on the search index page. Further, I knew the site might be in Italian, though much of my initial search was in English. It was not until I searched Italian language sites that I got closer a current schedule. Another way to place yourself in the publisher's shoes is to think how they would actively promote their site online. Promotional opportunities are actually intensely limited in most circumstances.
Many promotional steps are of marginal value at the best of times.
We can imagine the Internet users as adventurers seeking the information they want. They stand at one end of the net, reaching out, exploring sites, seeking something that interests them, answers their questions, satisfies their needs. On the other side are the publishers, who have placed a project on the web, and now are ready to seek visitors. The question is in the middle ground, between visitors and publishers. Connections which lead the readers to the writers.