That can be expensive and depending on the size of the organization it can also be disruptive. Brochures often become stale in a short period of time. On the web as soon as information becomes old - change it. A web presence does not have to be large, expensive, or time consuming. Sometimes a few pages can say it all for starters.
Some companies use the web for product support and less emphasis on sales for the initial effort.
This way a presence is established and the site can change and evolve as the organization changes. As more and more people go to the web for various reasons, they will get involved in on-line commerce. This trend does not bode well for local businesses that are not on the net. But evidence suggests that even loyal customers begin to purchase on the net as they become more familiar with the process. This action is insidious as it slowly chips away at the very foundation of the traditional local business.