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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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June 04, 1998

Good Site Design Practices

In a newsgroup to which we subscribe,, we came across these principles of good site design, thoughtfully compiled by Tobias C. Brown, with assistance from Alan J. Flavell, Sue Jordon, and Susan Lesch.

"1. Write for multiple Web browsers to provide easy access to the widest possible audience.

The World Wide Web is a multi-platform, non-browser specific medium. It should not matter whether people browse your web pages using Netscape Navigator 4.02, AOL Browser 3.0, Lynx 2.7, or NetPhonic's Web-On-Call.

Each browser ought to render your informational web pages without problems. If a Web page is designed properly, blind individuals using text-to-voice or Braille web browsers can easily access and review your work.

2. Condense textual content to fit the time and attention constraints of today's busy Web users. Take a look at Thoughts on Web Style,

3. Use small (byte-wise) graphics so graphics load more quickly in graphics-capable browsers.

It is not advisable to use GIFs for everything. It's of the first importance to make the right choice between JPEG and a palette-based format. Avoid blindly choosing GIF and then trying to rescue yourself from the resulting problems.

JPEG image compression Frequently Asked Questions

4. When using graphics, provide textual alternatives for image disabled or text-only web browsers and indexing agents.

Use of ALT texts in IMGs .

5. Run Web pages through a validator to test their compliance with HTML standards.

Modify pages until they validate, because compliant pages have a better chance of being rendered by various Web browsers, as the writer intends.

However, if you intend something that is impractical with HTML, it will be no less impractical for being syntactically valid.

Work with the strengths of HTML rather than trying to batter it into a WYSIWYG page design system.

Kinder-Gentler Validation

WebTechs Validation

What You See Is Not What Others Get on the Web

6. Run pages through Lynx View or Lynx-me or, best of all, view them using a browser like Lynx, to see how the "text-only" world sees your documents. Make documents Lynx-friendly.

7. Spell check your documents.

8. Establish a routine to help you locate and fix broken internal and external Web site links.

Doctor HTML

8. If your web site URL or eMail address will change occasionally, consider using a service that provides eMail forwarding and URL redirection.

9. Submit your Web site address to an appropriate newsgroup for a critical peer review.

10. Promote your Web site by adding your URL to search engines and directories. To ensure that people can easily find your Web site, it may be necessary to modify your pages to take best advantage of current search technologies."

Thank you Tobias et al.

June 03, 1998


GadgetGrrl (who we used to know in a previous life) has emerged reviewing "software, hardware and gadgets" for WBZ in Boston.

Her most recent column (June 2) compares Eudora and Videomail as eMail clients.

She's obviously our kinda gal, as she comes down firmly on the side ot Eudora. With reservations...

Be that as it may. GadgetGrrl takes a long hard look at applications that normal people like us may be tempeted to buy (and even use). As such, she's well worth a look to discover what the punters may well be using the day after tomorrow.

GadgetGrrl appears daily at the WBZ site, so well worth checking out on a regular basis.

--John Blower

June 02, 1998


On June 8, the ClickZ Network launches the first comprehensive search directory for online marketing, advertising and commerce. It is called - quelle surpirse! - SearchZ.

Prior to the official launch, you are welcome to submit links to any relevant articles, columns, news items or reviews that might be relevant as well - whether you wrote them or someone else.

This could well be a useful resource, bringing together as it does a distinct sub-group of sites with a common theme.

We have the feeling that this may well be the model for search engines of the future - defined universes, spidered on a regular basis.

We have high hopes for this one.SearchZ has engaged the mighty brain of Eric Ward (who will get a column all to himself in the not too distant future).

We're keeping our fingers crossed...

--John Blower

June 01, 1998

Scaleable Logos

It used to be easy. A new logo was designed for a company on the understanding that its reproduction was pretty much confined to print, usually in two colors, occasionally in four.

No more. In today's multi-media environment, a corporate logo is likely top be reproduced in a variety of media, from print to CD-ROM to the Web - and everything in between.

No longer is it enough to reproduce the company logo as if all media made the same demands on the design. They don't. Differing resolutions and media of reproduction by no means guarante that a design will degrade gracefully across the board.

Readers familiar with the San Francisco Bay Area will probably be aware of BAM Magazine. A few years ago, the company revamped its corporate logo. The design team was faced with producing a logo which was capable of being reproduced in one to six colors, in sizes ranging from 1" x 1" to 6" x 6", on stock ranging from newsprint to 100# gloss cover.

This was by no means an easy task. The reulting design BAM was accompanied by a forty-page usage manual, with manifestations of the design in all conceivable formats.

Of course, this was before the Web - and, naturally enough, the design didn't translate too well.

So if you're thinking of a logo redesign, employ a pro who will be able to come up with a design which will maintain its integrity across the full range of media.

--John Blower

LinkExchange Member

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

Check out the Archives....180 Weeks of Back Issues including:

June 01, 1998
  • The Monkey Scratches
  • The Gorilla Speaks
  • Net Medic
  • WebTV?
May 25, 1998
  • European Design
  • Boys Of Summer
  • Relationships
  • Cheap is Dear
May 18, 1998
  • WinJobs
  • GifWizard
  • Tao of Design
  • Parry
May 11, 1998
  • Nice Niche
  • Scribes
  • Simple
  • Reveries
May 04, 1998
  • Tags
  • Trademarks
  • No War
  • Contentious
  • Sales Ambassador
April 27, 1998
  • George Lois
  • Dallas
  • Newsgroup Marketing
  • Pay 4 What You Get
  • Taking AIIM
April 20, 1998
  • Pragmatists
  • Asps
  • Bad Job Site
  • ClickZ Plus
  • Intellisys
April 13, 1998
  • Spring Break
  • Coming Of Age
  • Weblinks Co.
April 6, 1998
  • Pragmatists
  • Asps
  • Bad Job Site
  • ClickZ Plus
  • Intellisys
March 30, 1998
  • GIF Wizard
  • Intellectual Property
  • Job Corner
  • Technorealism
  • Surf Incentives
March 23, 1998
  • A Solution?
  • Lost In Space
  • Taxes
  • Guild, Schmild
  • WinJobs
March 16, 1998
  • Local Markets
  • DevShed
  • Hold That Thought
  • Peapod
  • Web Bloat
March 09, 1998
  • Tags
  • Trademark Domain
  • Transactional Analysis
  • Smart Art
March 02, 1998
  • Domain Chaos
  • Cunning Stunts
  • Malls
  • CyberSitter II
Feb 23, 1998
  • The Times
  • Meta Small
  • Correction
  • Flabbergasted
Feb 16, 1998
  • Nobody Told Them
  • The 5 Cs
  • One Seek
  • Take No Prisoners
Feb 09, 1998
  • Martha Stewart
  • Tenagra Awards
  • Interactive Email
  • Zero 1
  • Media-ocrity
Feb 02, 1998
  • Were They Thinking?
  • Great Recruiting Design
  • Link Info
Jan 26, 1998
  • What's In It 4 Me
  • Global Reach
  • Deadly Sites
  • Accomodating Design
Jan 19, 1998
  • It's Local
  • Dodgy Data
  • Luncheon Meat
  • Elementary?
  • Novices
Jan 12, 1998
  • Communities
  • Is It Worth It?
  • Luncheon Meat
  • Web Rings
  • Marketing With Titles
Complete Indexed Archives(42 months of marketing and design) Complete Indexed Archives(42 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