JOHN SUMSER,
E D I T O R
LINDA WILSON,
R E P O R T E R
S P O N S O R S
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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
industry.
Michael Strangelove
Advertising is
one of the minor
arts, so don't
be intimidated
by it. Try
not to lose
your sense of
playfulness.
Keep it fun.
Robert Bly
Reality
is more
complex
than
it seems.
John Gall
The System
is its own
best
explanation.
John Gall
It's better to
do a few things
really well than
than to do
a lot of things
badly.
If you can't
make the necessary
commitments of
time and energy
to your
electronic
marketing
efforts
scale back
your plan.
John Sumser
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December 20, 1996
Demographics
The results of GVU's Sixth WWW User Survey are now available.
This survey included questions on:
- Basic Demographics (new questions!)
- Web and Internet Usage
- Data Privacy (new questions!)
- Politics
- Consumer Opinions and Behaviors
- Webmasters
- HTML Authoring, Java
- Web Service Providers
This is the most widely quoted and consistently delivered survey of Internet users. Though there are some biases in the data, the material is very useful for presentations and business plans.
December 19, 1996
LookSmart
In the already crowded Internet navigation site market, Reader's Digest
has backed a new search engine from Australia called
LookSmart. This Java-based directory
focuses on quality rather than quantity, hoping to address the older
busy adult that is looking for general information and is frustrated by
having to sift through irrelevant information at the large search
engines. Categorizing 134,612 sites into 10 main subject areas such as
Health & Fitness, and then further subdivided, the sites include a brief
description and each category has a short list of sites. This magazine
type format places LookSmart in competition with Yahoo.
There are two major differences between these two services which will
help them find their own consumer and advertising market. First
LookSmart certainly differs in it's approach to site inclusion. While
Yahoo is not exhaustive it does not have the rigorous selection process
that LookSmart is using. LookSmart's interface is also much more
friendly. For advertisers LookSmart is offering non-scrolling banner
placement with guaranteed time exposure. Providing an alternative to
banners placed at the top of screen they place the banner at the bottom
of the screen and change the banners at regular time intervals. However,
we find that this model makes advertising easier to dismiss as the eye
becomes accustomed to ignoring the bottom of the screen.
The directory based model of navigation is being provided in addition to
search engine services by most of the major navigation services.
However, impression rates are proving that users still see Excite,
Lycos, and Infoseek as search engines rather than navigation services.
Therefore LookSmart if marketed properly could provide an alternative to
both users and advertisers due to their strategic market position.
--Linda Wilson
December 18, 1996
Staying Abreast
We lucked in to a very useful service. The ZD Net Anchordesk delivers a short, easy to digest nugget about the state of technology each day in email. Today's article talked about how to understand the viability of your ISP as the web access market explodes over the next four years. Recent daily articles have covered Java, browser news, awards, trade shows and so on. It's a very quick and easy way of keeping your finger in the technology question without getting overwhelmed.
December 17, 1996
Project Cool
Project Cool is a slick looking
site that serves as a good example of effective design. The site still
elicits collective oohs and aahhs, without long download times. The
design is also very functional with information that is well presented
and easy to find. The Developer,s Zone is the
best example of this. Take a look and use this site as a brush up on web
design fundamentals.
--Linda Wilson
December 16, 1996
Personal Casting/Push Media
In the continuing discussion on how to bring visitors back to your site,
the latest discussions are focusing on "Personal Casting". Also referred
to as "Push Media", these labels describe the marketing features allowed
when web sites don,t have to wait for users to come back and instead
deliver personal content to subscribers. Several companies are engaging
in race to provide web publishers with this ability. The company usually
provides free software for subscribers and hefty costs for web
publishers. Backweb has created
BackWeb InfoPaks, designed to enable content delivery via background
downloads during a user's idle Internet connection time. However,
Backweb is an expensive proposition for web publishers as their server
software costs upward of $10,000. Intermind offers a more affordable
alternative although commercial costs are based on usage. Web publishers
who insert code and a graphic into their site called a hyperconnector
can then receive feedback from subscribers and anonymous statistical and
demographic information.
There are others being developed continually including Netscape Constellation,
part of the new Netscape communicator software, and a product named Arrive from IFusion.com are also
products that will allow users to customize and automatically receive
specific chosen information. Both these products are expected to be in
beta in early 1997.
--Linda Wilson
Take a look at the Archives.
We've indexed all the past issues with topic pointers.
Check out the Archives....75
Weeks of Back issues including:
Week Ending December 22, 1996 Including:
- Staying Abreast
- Project Cool
- Personal Casting
- Look Smart
- Demographics
| Week Ending December 15, 1996 Including:
- New Ad Age Supplement
- Marketing Awards
- Reference.com
- Media Bistro
- Cows at TUCOWS
|
Week Ending December 08, 1996 Including:
- Lycos Changes
- Websites That Suck
- Ultra Whatsit
- Excite
- Web University
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Week Ending December 01, 1996 Including:
- Internet Commercials
- More About Search Engines
- Convenience Is King
- PR Update
- Evolution of Search Engines
- Pathfinder Turns 2
|
Week Ending November 24, 1996 Including:
- Fundamentals
- Notable Bookmarks
- Web Digest for Marketers
- Effective Banners
- Internet Fever
- GIF Wizard
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Week Ending November 17, 1996 Including:
- Fundamentals
- Sharrow
- Advertising Tools
- More Fundamentals
- Wilson Internet Services
- Editor and Publisher Interactive
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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
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Week Ending October 27, 1996 Including:
- WiReD IPO
- Art and The Zen of Websites
- Stalker Page
- Dave Winer
- Killer Websites
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Week Ending October 20, 1996 Including:
- The SOS
- Do You Need A Website?
- Big Boy Internets
- 809 Phone Scam
- Advertising Resources
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Week Ending October 13, 1996 Including:
- Little Email Things
- Snorkeling The Web
- Red Herring
- Webmaster, Inc
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Week Ending October 6, 1996 Including:
- Len Duffy Interview
- Marketing On The Web
- Small Competitors
- The Personal Touch
- Integrating The Web Into Your Marketing
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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
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Complete Indexed Archives(17 months of marketing and design)
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All material on this site is © 1995, 1996
by IBN (The Internet
Business Network), Mill Valley, CA 94941
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