The 7%-38%-55% Communication Rule

I’ve been reading some posts
on the 7%-38%-55% communications rule
(55% of communication is body language and facial expressions, 
38% is voice, 
7% is actual words used)
and the web. 

Basically promoting the idea of video
on sites to communicate more effectively,
to “capture” the 93%. 

This reasoning is ridiculous.  
It would mean that newspaper, magazines,
radio are completely ineffective
which we know is not true. 

This rule is meant to apply to face-to-face communications only.