NONE: Re: ONLINE-ADS>> Web publishing vs content creation
Re: ONLINE-ADS>> Web publishing vs content creation
Donna Dolezal Zelzer (djz_at_efn.org)
Thu, 27 Nov 1997 00:08:18 -0800
> Peter Bull wrote:
>
>
> >However, if the local ISP sales rep emailed me, or even walked into my
> >store, and said to me "I guarantee that whenever anyone in Rockhampton
> >logs onto the net tonight they will get an ad for your local store put
> >in front of their eyes within the first 10 minutes, and again every
> >half hour after that - regardless of whether they are chatting,
> >reading their mail, or looking at CNN, Dilbert, the Israeli Tourist
> >Bureau, or Playboy Magazine -
>
>
>
> I think this whole idea is really scary. I don't know about you, but part
> of the reason the web is so appealing to me is that I am not *forced* to see
> any ads. I decide which sites I visit.
I agree with Annastasia, although I'd tend to call it supremely irritating
rather than scary. I would not want local ads popping up all over the place
while I'm trying to do things online.
If I'm visiting a local site about upcoming events in the area then fine,
that site can give me local ads. Especially give me local ads about
restaurants, theaters and the like. But if I'm reading email or doing
research on a new esoteric interest, or learning about a product I'm
considering buying,then don't give me ads for the local sporting goods
store (which I would NOT be interested in anyway) or a local supermarket or
whatever.
Apart from these personal preferences, I really question the entire idea of
ISP's as publishers of what the content providers make available.
For one thing, this is using the TV model. What about the print model? In
print, the publishers usually are the content providers as well, not
necessarily the same individuals, but all part of the same company. The
printed magazine is distributed to the readers via the post office and/or
bookstores/magazine stands/etc. We don't call the mail carriers or the
bookstores "publishers" and give them the right to put their ads in the
magazines. If they did, they certainly should pay the actual publisher to
do so. In my mind, the ISP is in the same position as the bookstore or mail
carrier -- it delivers the content sites, it doesn't publish them.
Even using the TV model doesn't really hold up. Again, the local TV station
isn't _publishing_ the non-local content it provides, it's simply
_delivering_ it. And any local ads placed in national programming certainly
aren't put there willy-nilly by the local station, but are part of the
agreement between that station and the network its affiliated with. They
certainly aren't stripping out national ads that someone has paid for and
expects to be seen.
Going back to part of Peter Bull's original post on this topic:
> My local newspaper sometimes reprints articles from the London Times or the
> Washington Post, but these articles are surrounded by ads from local auto
> dealerships or retail food chains, not by ads for the London Underground or
> for Chevrolet cars, neither of which are available where I live.
This is irrelevant. These articles are REPRINTED. If you went to the local
newsstand and were able to buy a copy of the London Times with the same
article, you'd see the ads that were originally published with that
article. Yes, some larger newspapers and magazines do have regional/local
editions with, presumably, regional and local ads. But the revenue from
these ads still goes to the original publisher/content provider and not the
local newspaper or local book stand.
If a local ISP gets permission from other web sites to put particular
information up on its local site (reprint it, so to speak), then the ISP
has the right to sell whatever ads they can to go with the reprinted
material (unless the reprint agreement says otherwise, of course.). They
don't have the right to not show ads from the remote site, anymore than a
bookstore owner has the right to rip ads out of the magazines he/she sells.
Donna
---------------------
Donna Dolezal Zelzer <djz_at_efn.org>
The Online Birth Center (pregnancy, birth, midwifery, breastfeeding)
http://www.efn.org/~djz/birth/birthindex.html
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