Sometimes people don’t realize what they have until much later.
When I worked for the Independent Tribune in 2007, I tried to get the folks there to understand that it was all about branding and using the web and print mediums together symbiotically and not parisitically.
The idea was to have this icon appear in the paper anywhere there was more information on a story or there was something significant on the web they should check out.
“Talk about IT. Read about IT. Blog about IT.” IT was the Independent Tribune.
This didn’t catch on until after I left and a new regime that “got it” took over.