Subject: Re: Print v. Online Content From: Milwnews@aol.com Date: Thu, 27 Jul 1995 22:25:30 -0400

In a message dated 95-07-27 16:15:23 EDT, crosbie@interramp.com (Vin Crosbie)
writes in part:

>Given that, I'm mystified why online newspapers aren't considering 
>Intelligent Agentry for advertising, as they are for news, and why
newspapers
>
>are ONLY pursuing traditional print advertising models online.
>
>

Vin, you raise an apt and even profound lament, but I must tell you that it
is within newspaper companies that I have heard the most discussion about
intelligent agents for advertising purposes. 

 To say that newspapers are ONLY "pursuing traditional print advertising
models online" -- well, some on this list would argue and  it may be more
accurate to say that most newspapers are pursuing this approach as the first
and most familiar wave, for a number of reasons, including the education
needed for both the advertiser and the advertising staff (and several less
flattering or less positive reasons as well -- including the fact that the
deep space planners do not necessarily win out at first in the corporate
boardroom). 

 Please note, however, that  many advertisers NOT NECESSARILY 
associated with newspaper companies have not put intelligent agentry at the
head of their list, either -- they're building more traditional informational
pages and paying for links, perhaps also as a first step. They, too, are in
search of education. And for some companies it's working -- at least they
express satisfaction.

 Note, too, how many traditional advertising agencies are putting their foot
into cyberspace to retain clients and seem "in the know" (and a few  actually
are!).

I think we should all be further down the road. Could it also be that the
bigger the rhino the harder it is rollerblade? There is much confusion and
disagreement about electronic services within the larger media companies, and
it is harder to get everyone skating in the same creative directions.
 I do know of executives within media companies who use the direct-mail
analogy much as you did, and fear that the Internet's low-cost and
high-service potentials for individual entrepreneurs means another set of
people who can eat newspapers' lunch. And I think such fears are well placed.

Dominique Paul Noth
Milwnews@aol.com

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