Indeed, but also, hitting a newspaper read by 1 million people who are semi-technical is far better for a consumer product company than hitting an online audience of 10 million super tech users. The 1 million might just be hearing about you for the first time, while the 10 million online may already know you, seen other articles, moved on to the new hotness.... Those newspaper readers, though, they're wild, fresh and unmolested. Virgin ground for new customers.