Thanks to my rusty Italian and general laziness, I had ignored the sign marking the box as an emergency alarm.

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Moving its e-mail sign-up box above the fold (saving users from scrolling down to find it) helped Levenger.com --a high-end retailer of reading accessories like bookmarks and pens--expand its e-mail list 200% in one month, says Lynnette Montgomery , vice president of e-commerce.

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Mr Kumparak initially tried using the sign on the police box's door which says: "Free for use of public", but it proved to be too small to work.

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