Thursday: the NZ Listener website puts up a review of You Should Have Come Here... on their website.

Saturday: Subscribers receive the print edition. Upscale GPs and dentists who work on Saturday mornings (for the inevitable cricket and rugby injuries) will put these editions into general circulation

the following Monday: the NZ Listener delivers tens of thousands of imprints of their weekly magazine  to supermarkets, service stations, and bookstores.

The magazine is read, and a rational model of communication would have it that news of Mr Gnanalingam's latest enters the popular consciousness. But where is the best place to read it? Where is aesthetically best? Where is it likely to be read? How long will it last, consciously speaking? Who will chat about it and suggest they purchase it from a local retailer? Will they visit the website to buy it direct?

This tweet augers well.