Messages -into- space. Sent once?

Recent announcement/news of how a company sent a message into space. Message was a website. (News reports mention which one, but it doesn’t really matter). What got my attention was that from the account, it seems as if the message was only broadcast once. Once. Isn’t what we earthers look for in a long distance call from E.T. is something that repeats? So we can find it and decode it and separate it from background noise?

What do you think? If we are going to bother sending a message, should it repeat at set intervals? Should interval be sent same time of day across several days? Minutes? Hours? What about earth’s movement in space? Compensate or not for that?

…for 20 minutes, in 1960. Someone was going to do it

This sounds more like a GQ problem. The signal as a whole may have only been sent once (site?), but the signal itself is modulated in a way that it is obvious that it isn’t a natural occurance. I’ll let the big dogs come in and clarify.