1. You can buy ads in the Super Bowl. You can rent billboards on the Interstate. You can trade links with a thousand websites nobody gives a shit about.

2. Or you can create unique, compelling, relevent content. People interested in that content will tell other people interested in that content and on and on.

If you can’t do #2, it doesn’t matter if you can do #1. And the music comes out here.

If you watched any TV news (CNN, CBS, NBC, ABC, Fox) during the past 24 hours you might have seen the story about Laura Bush commenting on The Memos. The audio was from an interview the First Lady did with Kay Henderson, the news director of Radio Iowa, our statewide radio news network headquartered in Des Moines. Apparantly, this was the first comment by someone in the Bush camp on “the documents.” Just about every news organization in the country picked up Kay’s piece. And she had the savvy to send them all to RadioIowa.com.