This qualitative study examines the structure and importance of communication channels in the adoption of Web-based courses by university professors. This study provides insight into the importance of informal communication among peers, the changing nature of communication networks, factors that impede communication, the role of change agents in facilitating communication channels, and the changing concept of "proximity" which is being developed in the context of increased use of information and communication technology. By offering insight into the communication channels of these adopters, valuable information is gained into possible strategies for encouraging adoption of Web-based courses.