[ScottMcGowan]

I'm with Gonzo.

One of the biggest mistakes I've seen people make is sending out a newsletter for the sake of sending out a newsletter. In other words, it's just a bunch of garbage (especially the whole "new content newsletter") and it's deleted before it's even read.

You can send something monthly, semi-weekly, or whatever, but I'd suggest sending something out when you actually have something to talk about and not sticking to a set schedule. If you're debuting an entirely new product, great. Send something out. If you've noticed that a niche or particular service is doing better for some reason and would like to make sure your webmasters are savvy, send something out.

Don't set quotas on communication. It'll only come back to bite you in the ass in the end. Carpet bombing approaches to PR only works until people just stop paying attention to the bombs and go on about their regular routine. Make your words count.