At a time when the evolutionary pace of new media resembles the real-time mutation of certain microorganisms, the age-old question of how best to connect with constituents can seem impossibly complex--even for an elite institution plugged into the motherboard of Silicon Valley. Identifying the most effective vehicle for reaching a particular audience isn't always easy. YouTube and iTunes, which may seem interchangeable to nonusers, actually constitute distinct communities with appreciably different audiences. And with the total number of English-language blogs estimated to be well in excess of 100 million, there are channels serving sub-niche communities defined by the most esoteric of interests. What had been a monolithic mass media is fragmenting into many little pieces. In today's changing digital landscape, marketing and communications professionals need to develop a strategy for how to integrate the new media with the old. This article describes strategies for juggling online and print communications.