Ignore the Media.
Richard Millington points out that Twitter ignored the media. I can add that Craig’s List and other mega-giants did not enter the traditional filter but were ‘discovered’ by the traditional media months to years after they had already made their initial impact. I can recall multiple breathless reports about anime, or graphic novels, or . . . fill in the blank.
Build your niche community, people will come, and the media will arrive when it’s good and damn ready.