Don't create or modify your web site until you have read this list !

Why don't we see them used in magazines, in newspapers, and so forth.

The other thing I should have mentioned is that (according to the high-hoohs in the ivory tower), you use different techniques for different media. A letter (paper) that's 24 pages long can be very interesting. A 50 screen long (that's how long that letter is, translated into HTML with a Times New Roman 12 point font) ad is going to be tedious to read.

TV commercials don't translate well to radio, for example. Radio spots are hard to directly translate to television and both are difficult to translate to print. I think (personal opinion) it's a mistake to treat a medium as though it was exactly like another one without considering its uniqueness. Imagine going to a website you've found in a search engine and being hit with a Flash presentation of 3 minutes of commercials in sequence just to get into the site. But we'll sit through 5 mintues of commercials on tv or flip past 10 pages of ads in a magazine.

So I'd bet that letter was just that -- paper.

Websites (which is maybe (I get confused) what this was about) are a whole different ball of wax. Or bucket of monkeys. Or something. :)