Re: ONLINE-ADS>> 3rd party auditing

Ray Taylor (taylor_at_bizbiz.com)
Wed, 22 Oct 1997 09:00:53 +0100

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Anyone whose background is grown-up media will recognise the importance
of 3rd party auditing.

Currently, auditing of Web sites is a luxury, but it will at some point
become essential because the serious buyers will demand it.

One of the problems of the Web at present is the amateurish approach of
many sites, including many of the big ad revenue generators. One of the
advantages of auditing is that it will impose a professional discipline
on the media owners and will help to gravitate the industry toward
common standards of media information.

It will also impose a cost. Although this may be a problem for media
owners it will help separate the serious media propositions from the
rest of the Web.

The bulk of web sites will continue to be produced by dedicated
individuals and will remain free access with little or no advertising
support - Great! that's what the Web is best for. These sites need not
worry about auditing and its impact.

But the important minority of sites that have ambitions toward competing
with mainstream media should get real about the way they service their
clients. Providing reliable media information is a must.

Ray Taylor
Internet media and marketing consultant
New Media Communications, UK
Where the Internet means business

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