Re: ONLINE-ADS>> Should we pack our bags?

Alan Ferguson (alan_at_5line.com)
Fri, 27 Jun 1997 16:59:49 -0700

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On Fri, 27 Jun 1997 15:25:58, Aric Boyles wrote:

>
>Home Shopping's Diller: Online advertising doomed
>
>"Home Shopping Network chief Barry Diller believes Internet advertising is
>not likely to be around very long. In a conversation with USA Today

I'm not sure I know what Mr. Diller is referring to. The internet in some
part *is* advertising and at the same time a thing *to* advertise. The
advertising that most proliferates online is in the form of banners
advertising advertising. He may be right in predicting that end.

Will businesses stop building web sites? Will they stop advertising those
sites both on and off line? The answer of course is no to both.

What will likely happen is that advertising on the Net will change when the
"Invisible Hand" slaps the advertiser upside and indicates "The ROI for
banner ads is not good, look for different avenues". The Hand also warns of
the danger of the Web turning into "Banner Gulch"

Where internet advertising should and will flourish is in traditional
media. Just watch Mr. Diller push his URL on the original HSN to see what
he really thinks of internet advertising.

It's not going to end, but it is going to change, don't pack yet...

Alan Ferguson

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