As much as we don't like to admit it, Runescape is and probably always will be a beginner or gateway MMO which explains the lack of high level content, the kid friendly atmosphere, and the excessive censor. That is why Jagex probably doesnt spend money on advertising, i would think the people that would respond to TV, magazine ads or whatever would be serious gamers who have already experienced an MMO or would try Runescape then forsake it for a bigger name game.