Reminds me of a discussion I had on a basketball forum with a fan complaining about their lack of awareness regarding the start of the season. Went roughly like this:

  Them: I didn't even know the season had started. They've dropped the ball on marketing.
  Me:   There have been ads on TV.
  Them: Oh, I don't watch TV.
  Me:   Quite a few articles in the main newspapers in your city and mine.
        There was a launch event too.
  Them: I don't read newspapers any more.
  Me:   Big promos on the league website.
  Them: Oh, I don't visit that. Too busy.
  Me:   Lots of league and fan talk on Twitter and Facebook.
  Them: Nah, I don't use them.
  Me:   Your team's newsletter has mentioned it a lot.
  Them: I haven't subscribed to that.
  Me:   You read this forum. We've been talking about it for weeks.
  Them: I don't really read many threads.

At some point, if you're interested in a given topic, you have to make some effort to poke around or subscribe to something!