Box 3.1 Methods for Increasing Traffic to One's Adult Web Site Online Methods Sending unsolicited e-mail ("spam") that advertises the site Placing advertisements for the site on other Web sites Paying search engine companies for more prominent placement in their search engine's results Acquiring domain names with sexually oriented words in them Acquiring domain names based on common misspellings of non-sexual Web site addresses Acquiring expired domain names that have acquired some reputation for generating traffic Pay other Web sites to obtain their exit traffic (otherwise known as mousetrapping) Mailing list subscriptions (for which a user must make an explicit "opt-in" choice) Offline Methods Advertising in print media (e.g., an adult-oriented magazine) Advertising on TV and radio Advertising through cooperating partners (e.g., a store associated with adult entertainment)