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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 22, 1996

Web Digest For Marketers

Larry Chase is establishing a real name for himself as a web marketing guru. The site, Web Digest For Marketers, went through some changes earlier this year and we got out of the habit of following it. If you joined us in the exodus, take another look. The biweekly email newsletter, reviewing big industry marketing efforts is back. In addition, many of Larry's columns (you might have seen them in Ad Age) are now a part of the site. Very nice resource.

November 21, 1996

Notable Bookmarks

  • Advertising & Marketing Report Advertising and marketing on the internet

  • Electronic Commerce Weekly Electronic Commerce, Electronic Markets and Electronic Transactions

  • Inside Intranets Intranet issues such as internet tools, usage, and solution

  • Legal Issues Legal issues related to the internet and WWW

  • PC Week Online: Intranet Builder Intranet issues including analysis & opinion, case studies, intranet news, product reviews, etc.

    November 20, 1996

    Symptoms of Internet Fever

    In this great, big, modern, wonderful, digital world, we just spent two days fighting hardware. A hard drive crashed. Diagnosis, replacement and reinventing the machine took two full days. We're dependent on the net so money was spent, tempers lost and shortcuts taken. As we worked (and it took the efforts of three!), clients dropped by saying "Imagine if you were us and had to call someone". Total bill (in hardware, lost productivity and time spent dealing with idiots at computer stores)....about $2200.

    We had backups or it would have been much worse.

    We were going to call this note "Stomach Bigger Than Eyes". It takes moments of complete focused panic to remind us that no one really knows where this Internet thing is going. We've moved into a phase where some content on the net is just plain unavaiable to most people who use it.

    Java enabled sites tend to crash our systems, so we generally steer clear of them. The research staff often turn off the graphics on their browsers so they can get work done. While we were walking around grumbling about the disk crash, a researcher was overheard cursing "I waited 5 minutes for this?".

    The "Duh" factor is huge. A long time player sent a note that said, essentially, "I've got this great idea...why not advertise jobs on the net...hey, that would be really cool..Uh huh uh huh." In a fit of politeness, we pointed out the Electronic Recruiting News and 1st Steps in the Hunt.

    We've been reviewing a huge pile of sites and have to walk away from it all from time to time. It's just primitive ill-formed, boring and self-centered crap for the most part. If we get one more phone call from a genius who has breathlessly re-intuited the obvious, we're liable to go postal.

    But, that's how this thing works. In this experimental environment, reinventing the wheel, calling it fire and then throwing a rush dinner party to show off your cooking is just part of how we all learn about the potential and future of this thing. It's messy, confusing, primitive, uncertain and delightfully human.

    Like sailors off to explore uncharted seas, we're on our way. Look with suspicion on anyone who tells you with certainty that they know where the ship is going. The net is a huge ocean of potential and we're each small specks in it.

    Getting lost is part of the game. Assuming that you know everything is a symptom of Internet Fever.

    November 18, 1996

    GIF Wizard

    We wish that we were always smart enough to understand everything. The really good news is that the web provides solid access to tools and resources to supplement our limitations. We really like the GIF Wizard. It takes graphics that you've generated and offers you smaller (optimized) versions. The net result? Your web pages ship faster.

    The tool is another traffic builder from Raspberry Hill Publishing. The company specializes in high end CGI programs that create customized pages and graphics for each page request. Their links page shows several great examples of sites using their work and points to the basic set of GIF tutorials.

    November 17, 1996

    Effective Banners

    Doubleclick, the media brokers, offer some very sound advice on banner design in their page Test It!®. The site is their description of a useful service that tests the relative effectiveness of two competing banner designs.

    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 24, 1996 Including:
    • Fundamentals
    • Notable Bookmarks
    • Web Digest for Marketers
    • Effective Banners
    • Internet Fever
    • GIF Wizard
    Week Ending November 17, 1996 Including:
    • Fundamentals
    • Sharrow
    • Advertising Tools
    • More Fundamentals
    • Wilson Internet Services
    • Editor and Publisher Interactive
    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