The New York Times' most recent piece on Twitter touches upon a favorite topic of mine: the vast difference between the built-in network effects of Web content and the non-interactive silos of print:

In the process, Mr. [Steven] Johnson said, he has been able to witness the rising importance of new-media outlets and the lessening influence of traditional media outlets like Time magazine, which recently printed his essay on (surprise!) the transformative power of Twitter.

That essay was featured on the cover with a sample tweet of Mr. Johnson's. "It's funny, everybody has been asking me, you got your Twitter ID on the cover of Time magazine, you must be getting an insane amount of followers," he said. "And I say it's nothing compared to the steady influx you get from being on the suggested user list." [Emphasis added; link included in original article.]

Expanding on Johnson's point: The simplicity of the hyperlink obscures its power. Magazine covers, TV ads and billboards may boost brand awareness -- and you certainly wouldn't want to reject these things -- but the hyperlink's direct ability to create context and expand knowledge, reputation and attention is unparalleled.