I agree with everyone else so far. "The medium is the message," as Marshall McLuhan said.
Sometimes you may want to downgrade the medium to reinforce a particular message. Craig's List, for example, is a fine place for a college student to find a used sectional sofa, as my son recently did. As a seller, you may want to convey a message that the item is a great bargain. On the other hand, I certainly would not feel comfortable relying on a classified ad on Craig's List to find an orthodontist for my 13 year old son.
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