have to have both in my opinion. have to have quality content, whatever that may be, and also be able to market positively to the members you already have (in-house marketing), and the members you dont have (traditional advertising and promotion). It is very similar to promoting any business. have to be effective in all aspects and the better you are at each part, the more successful you will be hopefully. most big big big website owners who have done interviews say similar things - treat it like any other business you want to be successful and make sure to be on top of all aspects of it.
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