Thanx leki - it really is easy peasy
From what I've already experienced you'll get about 1 visit per 100 papers circulated. With my previous ventures I got about 1 percent of those visitors signing up. Might be a bit different with a site like this as its more an entertainment thing.
Who knows.
Cheers
Hoss
Bet you didn't know I was an old geezer huh?
BTW the total cost of the exercise was $10 for a T-shirt, $6 for some poster paint and a bit of time to paint a tyre and roll it over the shirt.
Then call my mate who owns a porsche and its done.

Also I forgot to mention that I always add a fast facts bit to the final email that the press release is attached to - with all of the relevant facts that I can shove in - that way the reporter can cut bits out and rearrange the release so that it makes them happy.