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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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© 1995. 1996. 1997 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

December 19, 1997

Click Trade

Almost as many Internet users find out about Web sites from referring links on other Web sites as from search engines, according to the April 1997, GUV7 Internet User Survey (Georgia Tech).

So it makes sense to garner reciprocal links with sites which will enhance and complement your own.

A relatively painless way of achieving this is through Click Trade, a new service from the the automated URL submission service Submit It!

They say that it is "the first service that enables Web site owners to easily set up and run their own link partner programs."


Translated, this means that this is a service that lets web site owners put text-based hyperlinks on their sites to other sites, and get paid for it based on clicks.

In comparison to rotating banner ads, a text-based hyperlink can be hand-picked by site owners and placed in context with related content, making them more relevant to end users. ClickTrade also works with other types of linkable objects on a page, like buttons, banners, and enhanced creative such as Java and Shockwave.

To use ClickTrade, Web site owners sign up as members. Members may use the service as advertisers for rewarding links, as link partners to earn revenue for placing links, or as both advertisers and link partners.

Given the low rate of click-through of banner ads (over 2% appears to be exceptional), this could be an attractive alternative. But be warned that Click Trade is currently in beta.

--John Blower

December 17, 1997

Daily Brief

The Daily Brief is a 4-6 page news summary sent out by e-mail every weekday morning to around 23,000 subscribers.

Included in the Brief are summaries of major news events that have occurred during the 24 hours prior to distribution. It is intended for professionals, students, and others, who wish to have "up to date knowledge of national and international events presented in a concise, timely, and convenient manner".

Judging from the sample issue, it appears to be fairly comprehensive - not for the National Enquirer supermarket browser. So it's reasonable to assume that the readership of the Brief is probably of above average intelligence and curious about the world at large. Busy people. Like us.

Well, we subscribed.

You can too. Better yet, you can sponsor the Brief.

Here's how it works:

"As a sponsor of the Daily Brief, you will be allocated space at the beginning of every issue that you sponsor. This space can be used to get your message to subscribers and tell them where and how to contact you. In short, your sponsorship entitles you to send whatever message you want to put out over 100,000 times every week; straight to subscriber's e-mail inboxes. Only one sponsor will be accepted for each edition of the Daily Brief."

Sponsorship seems reasonably priced (around $150/day pro rata, with discounts). And it gets your message in front of what appears to be a desirable demographic.

--John Blower

December 16, 1997

Communication Arts

Communication Arts is the largest - and possibly the most prestigious journal - on creativity for graphic designers, art directors, copywriters, photographers, illustrators and multimedia designers.

The magazine has just announced a call for entries for its fourth Interactive Design Annual Competition. Winners last year (1997) included Web sites from Macromedia and Tidy Cat; the Pong ad banner from Hewlett-Packard, and CD-ROMs from Mushroom Jazz and Stella and the Star-Tones.

Projects will be selected by "a distinguished panel of interactive media designers" (no names provided as at the time of writing). The winning entries from this prestigious competition will be reproduced on a CD-ROM bundled with the 1998 September/October issue of Communication Arts, which has a paid circulation of 75,000.

Any project-interface design, educational and entertainment programs, interactive product display, self-promotion-created for digital distribution on a floppy disk, CD-ROM, interactive kiosk, online service or the World Wide Web is eligible. The deadline is January 16, 1998, and the entry fee is $100.

Details about entering and online entry formsare available at the Communication Arts web site. If you have any other questions or want to request a call for entries, call 650 326-6040 Pacific Time during business hours or E-mail:

Good luck! --John Blower

December 15, 1997


The only certain way of collecting demographic information about your site visitors is by asking them to fill out a form.

Of course, survey respondents are self-selecting, but let's face it, any information is better than none, and you will be collecting the eMail addresses of visitors who have an interest in what your site has to offer.

A simple way of installing a survey at your site is to use SurveySez.

According to the site:

"Surveys are created and hosted on our servers, but you can place them on your server if desired. You can completely customize a survey's look and feel and quickly integrate it into your website. Link respondents to a survey from your website or via eMail invitation, then have them redirect to a URL of your choice after voting. Respondent data are sent directly to our servers for storage, tabulation, and reporting. View up-to-the-second results of surveys at any time."

You can view samples and download a demo, which provides you with access to ten responses for free. If you sign up for the full service, each response will cost you $0.25 (which is cheaper than a first-class stamp). Access to the "up-to-the-second" results attract a premium of $0.10.

We found this an attractive, easily-navigable site which was transparent in its disclosure of what you get for your money.

Ask some questions - you might get some interesting answers!

--John Blower

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

Check out the Archives....160 Weeks of Back issues including:

Dec 14, 1997
  • Whose Eyeballs?
  • NPR
  • Cool Tools
  • Hamsters?
Dec 07, 1997
  • Color Of Money
  • Resources
  • Search Engine Tuneup
  • Nice Makeover
  • European Design
Nov 30, 1997
  • Site Design
  • Statistics
  • Semi Free
  • Thanksgiving
  • Visitors
Nov 23, 1997
  • Easy Shopping
  • Great Content Wins
  • "Skinny" Graphics
  • Site Design
  • Net Mailer
Nov 16, 1997
  • Another Email Tool
  • Using Print
  • Free Site TuneUp
  • Oh, Dear
Nov 09, 1997
  • OLAF
  • Whose Advantage?
  • Close - No Cigar
  • Curioser and Curioser
  • Is Anybody There?
Complete Indexed Archives(36 months of marketing and design) Complete Indexed Archives(36 months of marketing and design)

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