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The advertising
industry is on
the verge of
being shattered
into a thousand
fragments due to
the knowledge explosion
and the proliferation
of new technologies.
There are no
more grand theories
that hold sway
over the entire
Michael Strangelove

Advertising is
one of the minor
arts, so don't
be intimidated
by it. Try
not to lose
your sense of
Keep it fun.
Robert Bly

is more
it seems.
John Gall

The System
is its own
John Gall

It's better to
do a few things
really well than
than to do
a lot of things
If you can't
make the necessary
commitments of
time and energy
to your
scale back
your plan.
John Sumser


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All material on
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© 1995. 1996 by IBN



C l i c k   o n c e   t o   r e c e i v e   o u r   o c c a s i o n a l   N e w s l e t t e r

November 9, 1996

The New 5 Ps of Marketing

In general, we think that no one can screw up a website better than an advetising agency. Chiatt-Day has turned our head around. These graphics are from their delicious piece: "Mastering the New 5 P's of Marketing: How Not to be a Casualty of the Revolution"

November 8, 1996

The Center of the Universe

Well, at least the Java / Active-X / VRML Universe is covered by the folks a Gamelan. The site includes news, developer stuff and interesting things for end users. Bring your Netscape 3 or latest Explorer.

November 7, 1996

Design Excellence

We didn't like the new look at first. We're so used to the shocking contrasts of current web design styles that the soft and subtle shadings wandered right by us. As we spent time on the site, we became convinced that ESpan has its users at the heart of its new design.

We hate, as you've seen, being reminded that our test browsers don't support Java. With our high end superfast gee whiz equipment, Java still craps out our machines with annoying frequency. Even with the negative message at the front end of our experience, we found the new ESpan to have a characteristic we rarely encouter on the Web: thoughtfulness.

A tour through their site shows that they've carefully tried to understand the needs of their customers. Where most sites "personalize" with a razor sharp appeal to a specific need, ESpan seems to support and nurture. A set of very well organized links and tools provide job hunters and HR professionals both with useful resources.

The gentle colors, strange as they seem initially, serve to support the site's objective of making your interaction with ESpan an effective experience.

Take a look. It's very, very nice.

November 6, 1996


We've been counseling our clients to design for Netscape 2.0 generation products until the 3.0 generation (including Internet Explorer) stops crashing our machines. This is, we think, the growing conventional wisdom. If you want to keep your users happy, don't grow too far beyond their technology. Outside of the rarified environment of Web development, browsers are at last year's revisions. It was the same last year.

It's probably good news for the Java developers. Those rush schedules still have some breathing room in them.

November 5, 1996


We're very pleased to introduce SuperScape, our new sponsor. They are the creators of Viscape, a Microsoft ActiveX control and Netscape Navigator plugin that lets you explore and interact with rich realtime 3-D worlds across the World Wide Web. Check'em out and tell them we sent you.

We've been buried in detailed market research and have come away with a deepened respect for CyberAtlas. It's both a comprehensive look at web demographics and a superb piece of information design. If you want to help someone understand the large trends in the market, pouint them to CyberAtlas.

November 4, 1996

Mail Timing

We've started to notice that a few marketers are acknowledging the flood of end-of-the-week newsletters. Our mailboxes grow to the point of complete unmanagability on Thursdays and Fridays. Really, we want to read all of that stuff, so we save it for a while. But, when it comes in the flood it better be good.

Take a look at the Archives. We've indexed all the past issues with topic pointers.

Try Freeloader

Check out the Archives....75 Weeks of Back issues including:

Week Ending November 10, 1996 Including:
  • Gamelan
  • Design Excellence
  • Java
  • Superscape
  • The New 5 Ps
Week Ending November 3, 1996 Including:
  • Office Humor
  • High End and Personal
  • Net Post
  • Types of Links Redux
  • Who's Marketing Online
Week Ending October 27, 1996 Including:
  • WiReD IPO
  • Art and The Zen of Websites
  • Stalker Page
  • Dave Winer
  • Killer Websites
Week Ending October 20, 1996 Including:
  • The SOS
  • Do You Need A Website?
  • Big Boy Internets
  • 809 Phone Scam
  • Advertising Resources
Week Ending October 13, 1996 Including:
  • Little Email Things
  • Snorkeling The Web
  • Red Herring
  • Webmaster, Inc
Week Ending October 6, 1996 Including:
  • Len Duffy Interview
    • Marketing On The Web
    • Small Competitors
    • The Personal Touch
    • Integrating The Web Into Your Marketing
Week Ending September 29, 1996 Including:
  • How Much Will Your Website Cost?
  • The Jimmy Stewart Approach
  • Product Development
  • Components of Marketing
  • Back In The Saddle Again
  • Much, Much More
Complete Indexed Archives(17 months of marketing and design)

Contacting Us
Call, fax, write, email. We'd love to talk about your project.

All material on this site is © 1995, 1996 by IBN (The Internet Business Network), Mill Valley, CA 94941