You are selling the benefit of the site, not a flashy look. Therefore, simple sites that download quickly are best. Because the competition is always just a click away on the web, sites need to have benefits that make people want to go there and stay there. The site has to keep selling you on why to come back. They let people know that your site is there.
Print delivers a sense of quality and deep value as well as discussion of benefits.
Such mentions lead to heavy traffic. PR outreach to consumer columnists can get web databases mentioned in many different contexts. Promotions can be initiated by outside partners or by Warner Brothers. It is always essential that the promotional partner have the right fit to protect the brand. For example, a branded food like Cocoa Pebbles cereal, based on the Flintstones, is produced by a major, quality cereal company.