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
Suggestions?
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© 1995. 1996 by IBN
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- 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.
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
- 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
|
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
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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
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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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