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
All material on this
website is the
property of IBN
(The Internet Business Network)
You may download
a copy for personal
use. Redistribution
without permission
is strictly
prohibited.
All material on
this site is
© 1995. 1996 by IBN
- January 25, 1997
Weekend Reading
- Here is this weekend's "must-reads".
- Bubble
has Burst for Web Publishers
from The Wall Street Journal
Believe the Hype from Feed Magazine
If you were involved in a discussion on web backlash this week, you probably heard about the article that appeared in The Wall Street Journal which announced that web publishing is a case study in failed expectations and profitability. The article on The Wall Street Journal Site is available only to subscribers, but fortunately The Salt Lake Tribune reprinted the article on their site. Make sure you also read an excellent critical analysis of The Wall Street Journal's article in Feed Magazine which gives a more balanced look at the failures and successes that have occurred in web publishing. This article demonstrates that failures in new media can be lessons to learn by rather than a conclusion that web publishing doesn't work. - Web Magazines
Drowning in Links
from Off the Rack
This article asks you to use restraint when deciding which reference words to link. While aimed at web publishers, there is a lesson here for all web designers. It's time to rethink the because I can philosophy. - With
Push, It's All About Being Front and Center from
WebWeek
Recently we examined push technology in this column and we mentioned several competitors. Since writing that column several more companies have been announced. If you are curious about how other designers and marketers are reacting to this new technology, this is a good place to start. Before embracing this technology, many designers are determining what the design considerations are, not to mention trying to decide which companies will emerge as the Coke and Pepsi (or Netscape and Microsoft) of push technology. --Linda Wilson
Advertising Tutorial
You may have already heard that Excite is pushing their new
acquisition, WebCrawler, into the forefront. They have replaced
their other purchased search engine, Magellan, with WebCrawler on
Netscape's
heavily trafficed search site. The traffic on Magellan is likely to
significantly
decrease, and the numbers on the already second place
WebCrawler (Yahoo is number one) are likely to reflect this
high profile positioning.
News like this is announced every day. Many marketers seldom
take notice until they are faced with buying or selling
advertising themselves. However, when faced with the prospect of
catching up in the fast changing world of Internet advertising,
you may wish you could find all those articles on banner
advertising you had previously skimmed over. Bookmark the The Conaghan
Report and you will have a comprehensive resource at your
fingertips. This site could easily be titled "Everything you
wanted to know about Internet advertising...", but is instead
titled "Web Math". A poor choice as the title gives no
indication of the information this site provides. Links to
articles on advertising as well as definitions of the methods
of tracking and counting are provided. Unfortunately the last
update appears to be December 2. If this site continues to stay
current, it will definitely help you understand the advertising
game, who the players are, and how to get started, right when you need
to know.
--Linda Wilson
Sources for Internet News
Staying on top of
the ever-changing Internet landscape is not easy. In doing our
research for our weekly Weekend Reading feature, we have
realized that many articles travel the same ground. So, how do
we find the proverbial "needle in the haystack"? While NewsPage
is a top quality site for filtering the news you want, two
lesser known news sites actually provide a more comprehensive
view of the news, articles, and analysis being written about the
Internet.
The first one, called The Internet
IT Informer
provides a good view of the daily Internet
news headlines. The most useful feature here is the ability to sort
recent news by subjects such as market research and
advertising. Headlines can also be sorted chronologically, by
supplier and by buyer. The latter of which primarily sorts the headlines
by
the companies involved.
Newslinx is more
comprehensive in that it covers magazines as well. Each
headline is sourced which can help you qualify the quality of
the article behind the headline. The site is updated several
times a day, ensuring very current infomation. Users of
Netscape's mail reader can have the news emailed to them in
HTML format. This site is also
searchable if you are looking for a very specific news item.
--Linda Wilson
Understanding Cookies from a Marketing View
While most marketers are not directly involved in web site technical implementation, it is still important to understand the potential of the different technologies and operating features that can be utilized. Much of what programmers are writing in languages more complex than HTML, has enormous implications on a company's marketing and advertising goals. Articles on these evolving technologies while prolific are seldom written from a marketing perspective. While most marketers are aware that discussions on the topic of "Cookies" are unlikely to include recipes, few may recognize the full potential of this information gathering technology to marketing and advertising objectives. Commercialization of the World Wide Web: The Role of Cookies is a paper which provides a very good explanation of how cookies work, how they are currently being used to track information about user behavior, and their marketing implications -- both positive and negative. The paper was written by five students in the MBA Electronic Commerce program at the Owen Graduate School of Management at Vanderbilt University, and is written primarily for a marketing audience. --Linda Wilson
Take a look at the Archives. We've indexed all the past issues with topic pointers.
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| Complete Indexed Archives(17 months of marketing and design) |
All material on this site is © 1995, 1996 by IBN (The Internet Business Network), Mill Valley, CA 94941