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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February 15, 1997 Weekend Reading Here is this weekend's
"must-reads". - Tools &
Techniques for Creating and Publishing Video on Your Web
Site from Web Review
If you have wondered what is
involved in adding video to your web site this is a good place
to start. This comprehensive article provides a list of
necessary equipment and then outlines the steps involved.
- Grand Design from PC Magazine
Online
The
current issue of PC Magazine Online provides a wealth of
useful information. They review web-page editors, graphics
utilities, digital cameras, and flatbed scanners in their cover
story. This issue also includes the winners of their personal
web site design contest. While these winners did not create
business sites, it is still beneficial to look at the winning pages
for design ideas and inspiration. - Focus
Your Site on the Customer from NetMarketing
This
article takes us back to the basics by reminding us of the
focus of our site. It is easy to become too close to our sites,
and loose sight of the customer's experience. This article
asserts that marketers who mistake the real target are asking for
failure.
--Linda Wilson
February 14, 1997 Denounce Attention is the basic currency of the Web. If no one pays attention to your work, it goes nowhere. This is Marketing 101. Denounce is a solid play by Birdrock Media to build brand recognition through the delivery of humor.
Rather than an investment in advertising and "click rates", Birdrock Media draws traffic to its site by delivering hilarious parodies of standard Press Releases. Their cleverness is augmented by the fact that the parodies target and celebrate their clients and customers. Given the huge volume of noise and yammering on the web, self-parody is a solid approach to traffic development.
--John Sumser
February 12, 1997 More Search Engine Announcements
On Friday
we wrote about the increasing competition among search engines.
We referred to the announcements from Lycos and Excite that were made last week.
Lycos introduced Stock Find, and
Excite announced NewsTracker. This week
announcements were made byYahoo, AltaVista, and Lycos
(again).
Yahoo made two announcements, the first being the
introduction of Yahoo!
Classifieds, a free classified advertising service. Yahoo's
second announcement is an endorsement of BackWeb, one of the current
push technologies currently vying for market dominance (for
more information on push technology see our Dec.
16 column). In addition to delivering Yahoo specific
content, Yahoo will offer a channel guide, a kind of TV
Guide of BackWeb channels.
AltaVista has
introduced LiveTopics which allows users to further refine
their search. After you perform a search, AltaVista will present
you with a list of topics which
are dynamically generated from words that occur frequently in
the documents that match your initial search criteria. You
are then asked to select additional words that should be
included or excluded from your search. The process takes longer
and it is best used for general searches rather than something
highly targeted. It is easy to over refine your search and end
up with no documents matching your query.
Lycos' announcement this week
introduced Lycos
France, an addition to their European offerings which
includes Germany
and Sweden. Since ad revenues are doing well on each of these
engines the companies are looking for more product to sell --
namely the number of people who will see an advertiser's
banner. --Linda Wilson
February 11, 1997 The Mining Co: A New Web Navigation
Debuts Yesterday marked the launch of a new approach to
web navigation. The Mining
Company has been described as a cross between an online
service and a directory. This new Internet venture is seeking
to recruit up to 4,000 specialists they refer to as Web
Guides who will each operate a different topic specific
site. The Mining Company has already signed up 160 Web Guides, whose
specialties range from
professional basketball to the more web-marketing oriented Ads
Online." By April, when the site officially moves out of
beta, The Mining Company plans to have 500 sites available.
The Web Guides are paid a nominal amount but can share in a
portion of the ad revenues their site obtains. Given current
dissatisfaction by consumers of traditional navigation methods,
this site could be very successful. The site is likely to be
initially marketed as a navigation tool. However, the regular
scheduled updating of site content combined with magazine-like
site content should ensure repeat visits by users. Advertisers
will likely appreciate the unique targeting ability of this
model as well. --Linda Wilson
February 10, 1997 Searching for Images One of the ways search
engines fall short is in the indexing of images. Looking for
graphics and clipart on the web has traditionally been
something the search engines did not address. However, recently
HotBot and Lycos have added this functionality. You can also
search FileZ for FTP sites or search AltaVista for sites that
make reference to clipart. WebPlaces has combined these
methods
on one page for ease of use. Different search boxes are
provided for each search engine with tips for each to ensure
the best results. WebPlaces also provides a Clipart
Review
which allows browsing of clipart archives by category.
--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:
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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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