What if Amazon open book stores or YouTube had a screening room? If MSNBC's new Rock Center digital cafe is any indication - web brands extend themselves into the bricks and mortar world. Essentially, this upstream model directs visitors to MSNBC and MSNBC.com instead of the website directing a patron to a physical location. 

Equipped with monitors, touch screens and free WiFi, the small cafe offers goodies like sandwiches and   coffee. From AdWeek.com:

 Not everyone is going to come to your Web site everyday. So, we have been thinking of other ways to get our content out there," said Catherine Captain, vp, marketing for MSNBC.com. The cafe includes other programs MSNBC.com has launched in an effort to engage consumers in different ways. One is Spectra, which Captain described as a visual news reader that allows viewers to select stories. (There will be five touch screens and a larger monitor inside the cafe.)