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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



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June 27, 1997

Industrial Strength Ideas

The Chiat/Day site is a disaster in "conventional" web design terms.

It's framed up to the eyeballs. Navigation is a nightmare. It takes ages to download. It's graphically heavy. The homepage gif is animated for no apparent reason.

The only thing missing is a "Best Viewed With..." label.

But it works.


Like all the best advertising and promotional materials, it has a target audience firmly in its sights and is aiming purely and simply at that audience.

As a hugely successful - both monetarily and creatively - shop, Chiat/Day isn't aiming at an AOL audience, or a broader, relatively unsophisticated one.

Its audience is graphically-oriented and doubtless has the hardware to cope with the requirements of the site. And if they haven't, they shouldn't be there.

This audience expects something somewhat esoteric and blatantly "creative".

And that's just what they've got.

The site is an excellent example of knowing one's audience and delivering up to their highest expectations, in terms of creativity and intelligence.

Hats off to Chiat/Day.

Any other nominations for "Great Sites That Break All the Rules"? --John Blower

June 26, 1997

Top o' th' Search Engine

Ever wondered why your site isn't in the Top Ten Search Engine rankings when you do a search for it?

We have too.

There's a useful Search Engine Tutorial at the VirtualPromote Website.

It's written by Brian Coryat, President/CEOAAA Internet Promotions, which claims to have "promoted over 10,000 websites in over 2 years in business and offers the highest quality in the industry".

The nine rubricks are as follows:

  • Submit your site manually.

  • Take the time to do it correctly.

  • Set up your Meta-tags and page Title tags BEFORE you start submission.

  • Use pertinent keywords in your description and site title.

  • Be persistent.

  • Learn how to properly search the index.

  • Don't try to spam the indexes.

  • Repeat the submission process every 3 to 6 months.

  • Keep your listings up to date.

Brian, of course, goes into a lot more detail in the Tutorial itself, so we heartily recommend a visit to the site.

The VirtualPromote site, in fact, is a good source of promotional tips and tricks, and well worth a visit. --John Blower

June 25, 1997


The news that Netscape and Microsoft have agreed to adhere to common HTML standards must have brought forth an audible sigh of relief from Web designers around the planet.

After all, the notion that the makers of the two most popular browsers were both beavering away developing proprietary tags was plainly absurd.

Some designers of "cutting-edge" sites were, by all accounts, being forced to design two versions of their sites - one for Netscape and one for MSIE.

In fact, of course, the number of users affected currently is relatively small. Most surveys reveal that the majority of users do not wander the Web with the latest browser. So most browser-specific tags would not be recognized anyway.

Predictably, ZDNet i s taking a lot of the credit for organizing a petition (which attracted some 35,000 signatories) begging the Big Two to agree on common standards.

We suspect there was a lot more going on apart from the petition to spark this stab at agreement and cooperation.

There is, for example, the need to cater to the vast majority of naive users who flock to the Web every day who wouldn't know what an HTML tag was if it sprang up in front of them.

The need for common operability is apparent in a number of fields - security, languages, privacy and so on.

It's not the petition that made the difference. It was the market. --John Blower

June 24, 1997

Internet Trade Shows

Internet-oriented Trade Shows seem to be springing up like mushrooms.

Whilst not our favorite venues, Trade Shows can keep you up-to-date with current trends and present extensive networking opportunities.

If nothing else, the sheer geographical diversity of these shows is testament to the fact the the World Wide Web is becoming truly "World Wide".

Courtesy of The Internet Times Newsletter - which we think is well worth the free subscription - here's a partial list of forthcoming events:

all shows are summarized at: ndar/calendar.html

The Exhibition Net: (a complete listing of exhibitions in the U.K.)
7-9 Oct -- VOICE Europe (Olympia 2, London), with Internet/Intranet featured:
23-24 Oct -- Global Internet Summit '97, sponsored by Jupiter Communications (London, Sheraton Park Lane
12-14 May, 1998 -- Internet World (London) email:, URL:

22-23 September -- Internet World Expo Email:; Web:
1-3 Oct -- Forum des Medias Electroniques, Solutions Web (Paris: Cnit - Paris La Defense) URL:
4-16 Jan., 1998 -- Solutions Intranet/Internet (Paris: Cnit - Paris La Defense) URL:
27-29 May, 1998 -- Intranet Expo (Paris, Porte de Versailles). URL:

Germany: 17-19 June -- Voice Germany (Koeln), with Internet/Intranet featured: voice/voicge97.htm
17-19 June -- Login Berlin '97 (Messegelaende Berlin) summer -- KOMM 97 (Dusseldorf)
15-20 Oct -- Frankfurt Book Fair. Web: email:
25-27 Nov -- Internet World (Messegelaende Dusseldorf)

5-7 November -- Internet World (Sollentuna Exhibition Centre) Email:; Web:

8-14 September -- Telecom Interactive '97 (Geneva):
12-14 November -- Interactive Publishing Europe (Zurich)

19-21 June -- Internet World Portugal '97 Email:; Web:

End of June -- The ComCon conference (Corfu):

Pacific Rim:
April, 1998
-- Internet World (Tokyo) email:, URL:

May, 1998
-- Internet World (Seoul) email:, URL:

Hong Kong:
31 July-2 August
-- Internet World email:, URL:
22-25 Oct -- Asian IT Expo 97. email:

12-14 August
-- Internet World (Sydney) email:, URL:

22-24 January 1998
-- Internet World email:, URL:
7-9 Oct -- COMDEX/Asia at Singapore Informatics 97 URL:

24-26 March, 1998
-- Internet World (Kuala Lumpur) email:, URL:

1-3 October
-- Internet World (Manila) email:, URL:

26-30 August
-- Comdex-Korea (Seoul). URL:

Middle East:
Abu Dhabi, UAE:
23-25 February 1998
-- Internet World email:, URL:

16-18 June
-- Internet World email:, URL:

Latin America:
16-19 September
-- Internet World (Rio de Janeiro) email:, URL:
18-22 Oct. -- COMDEX/Sucesu-SP Brazil (Sao Paulo). URL:
May, 1998 -- Internet World (Sao Paulo) email:, URL:

7-9 October
-- Internet World (Monterrey) email:, URL:

8-10 October
-- Internet World (Santiago) email:, URL:

31 March - 3 April, 1998
-- Internet World (Buenos Aires) email:, URL:

May, 1998
-- Internet World (Bogota) email:, URL: --John Blower

June 23, 1997

Marketing Resource

The Marketing Resource Center is a comprehensive resource for all things web-marketing oriented.

This well-designed and aesthetically pleasing site features sections on:

  • Marketing on the Net, including Internet Advertising and Web Publishing

  • An Articles Library

  • Tools of the Trade (marketing tools and business contacts)

  • A Software Library

  • Eye on Business (Online Business News and Magazines)

  • A Marketing Forum

  • A Quote of the Day (Sample: "He's a businessman. I'll make him an offer he can't refuse." -- Mario Puzo The Godfather)

  • A Featured Web Site (You can submit your own)

There is a link to EXPOSE, the "home of Professional Web Site Promotion" if you have neither the time, knowledge or inclination to do it yourself. The site also links to the UK's Business Monitor Online, which is "a service dedicated to professionals and business people involved in international trade and investment. The site provides global coverage of legislation and regulations, corporate finance, offshore finance, market analysis, economic analysis, risk management, property, consultancy, and worldwide business news. Information is supplied by leading lawyers, accountants, chartered surveyors, stock exchanges, banks, government bodies and leading international risk management consultants."

You have to register to access the information, but it's free. --John Blower

Take a look at the Archives. We've indexed all the past issues with topic pointers.

Check out the Archives....130 Weeks of Back issues including:

June 22, 1997
  • Promote One
  • Europa
  • Design Resource
  • Media Kits
  • Style Sheets
Week Ending June 15, 1997
  • Using eMail
  • New Morality
  • Odds 'n' Sods
  • Fast Modems
  • Which Search Engne
June 08, 1997
  • Events
  • Hard Copies
  • Banning Junque
  • Another Survey
  • Networds
June 01, 1997
  • Shop Til You Drop
  • Coffee Time
  • Jaundiced
  • Push To Shove
May 25, 1997
  • Microscope
  • Gadfly
  • Marketing Your Site
Complete Indexed Archives(24 months of marketing and design) Complete Indexed Archives(24 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