There are a lot of theories about what makes good electronic communication work—whether in information posted on Web sites or in the content of electronic newsletters pushed out to the intended audience.

Content is a necessity. People talk about creating online communities. But content can become a commodity and online community looks pretty elusive for most Web sites and communications. Most models seem to fail because they ignore one element that differentiates the Internet and ancillary email information vehicles from print: The Web is a broadcast media.

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