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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

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
January 23, 1997

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

January 22, 1997

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

January 21, 1997

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.

Try Freeloader

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

Week Ending January 26, 1997 Including:
  • Drowning In Links
  • Ad Tutorial
  • Internet News
  • Cookies
  • Weekend Reading
Week Ending January 19, 1997 Including:
  • Finding Online Marketing Info
  • Microscope
  • Promotion Tools
  • Bad Form Email
  • Weekend Reading
Week Ending January 12, 1997 Including:
  • Ad Placement
  • Oooops
  • Odd Bedfellows
  • Advertising Advice
  • Weekend Reading
Week Ending January 5, 1997 Including:
  • Drowning In Mail
  • Mediocrity
  • Two Research Resources
  • Alta Vista Ads
  • Weekend: 1996
Week Ending December 29, 1996 Including:
  • Forum One
  • New Domain Names
  • New weekend Feature
  • Navigator 4.0
  • Cascasing Style Sheets
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
  • Media Bistro
  • Cows at TUCOWS
Week Ending December 08, 1996 Including:
  • Lycos Changes
  • Websites That Suck
  • Ultra Whatsit
  • Excite
  • Web University
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
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)

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