There was advertising, but I think it completely failed to meet the target, as nearly every loyal CoH player I knew (myself included) came to the game via word-of-mouth (or 'buddy' trial subs, prior to ftp). The thing about CoH, it's unique target sector, is it was 'the game' for people who don't *play* other games. It was friendly for the casual and solo player, and rewarded creativity, patience and loyalty. When colleagues ask why I seem so 'down' these last few days and I (try to) explain about how the game's closure has hit me, the thing I hear over and over: "wow, I'm not that into computer games, but that sounds like it was really fun, how come I never heard of it?"
Maybe i was remiss in my own advocacy, but come on...why *hadn't* they heard about it? Sure, advertising costs, but how hard is it to wheel out a press release to places *other* than game media once in awhile?
Further to servers seeming 'dead', I think the shift in play orientation from street-sweeps to instances and missions made servers and zones seem more 'dead' than they really were; sometimes it felt like I was the only person left in the whole game who liked to mosey at leisure to the mission door, 'arresting' everything in my path for pure shiz n' giggles. Why was everyone in such a *rush*? it's all xp, and knocking snipers off a rooftop for their last hp *never* gets old.
The addition of the plethora of chat channels also reduced the 'liveliness' of the game for me. While I certainly acknowledge they served a purpose, I missed the 'old days' when the Broadcast in zones was filled with oft-hilarious running commentary on anything and everything, complete with running jokes, word games and a smattering of in-character rp. There was probably a chat channel that provided the babble-logue I was missing, but I never found it before the lights went out <;x;>~