More reinforcement that its more about building actual relationships than going for the big 'grand' hit.
Seth Godin proposes that its better for advertisers to put their money in the back end. "The best time to promote something is after it has raving fans, after you've discovered that it works, after it has a groundswell of support. And more important, the best way to promote something is consistently and persistently and for a long time."
read it here