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richard hoy _at_ The Tenagra Corporation (_at_)
Thu, 9 Apr 1998 21:54:00 -0500

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To: online-ads_at_o-a.com

From: richard_at_tenagra.com

Subject: ONLINE-ADS>> MODERATOR's NOTE: It's a debate in them thar
hills!

Hey all,

I'm terribly excited about what we've got in store for you next week.
And I have to give credit to Allie Shaw of InterVU for suggesting the
idea.

I was in New York at a function a few months back when I ran into
Allie. She commented that it might be cool to host regularly scheduled,
formally structured debates on the list around specific online
advertising issues, and get some industry bigwigs to participate.

"What a damn good idea," I said.

So here is what i rustled up.

The issue on the table for this first one is: How should our industry
measure an impression? A seemingly simple question, until you realize
everyone defines it differently.

I was able to rally a rather impressive group of folks who live and
breathe this. They have generously agreed to give their time over the
next two weeks to help us better understand the issue and its impact on
our beloved industry. Here is the roster of panelists in alphabetical
order: Brad Aronson, president, i-Frontier; Kathleen Bagley, strategic
relationships, Accipiter, Inc.; Dave Barlin, strategic partnerships
manager, I/PRO; Kate Everett-Thorp, chair, IAB Media Measurement Task
Force; Mark Grimes, president, Eyescream Interactive; Tom Hespos, media
manager, K2 Design, Inc.; Tom Kressly, product manager, Accipiter,
Inc.; Jim Meskauskas, media planner, Hawk Media; Laura Mitrovich,
interactive media supervisor, Thunder House Online Marketing
Communications; Neil Monnens, president, WebRep; Sean Psfister,
director of research and analysis, C|Net; Tom Shields, vice president
and chief technology officer, NetGravity, Inc.; Tom Wentworth, product
manager, Narrative Communications; David Zinman, founder, dir of
product mgmt, AdKnowledge, Inc.

This is how it is going to work. On Monday I'll send out a post
introducing all of the panelists, their background, and their company's
background. I'll also provide a short summary of the issue. Each
panelist in turn will get a chance to state his or her position on the
issue. After everyone has made their case, the floor will be open for
anyone on the list to comment/respond.

We are keeping responses to around 150 words and we are limiting posts
to one per day per person. The debate will run for two weeks or until
we exhaust the issue, which ever comes first.

Also, I've decided to bundle all of the posts each day for this into
one digest, that will make it easier for everyone to follow. I'll be
sending it out Noon central time each day, so if you want your response
considered for inclusion, be sure to send it to me by then. Send all
your posts to the standard posting address for the list:
online-ads_at_o-a.com.

Look for this subject line in your mailbox each day:

ONLINE-ADS>> DEBATE: How should our industry measure an impression?

You'll get this special debate mailing in addition to the regular
posts. So don't feel like you can't bring up other issues while this is
going on. We won't stop the other threads.

Judging from the enthusiasm of our first set of panelists, I think this
is going to be a successful feature for the list. I'm going to send a
note out by next week describing how I plan to expand this and how you
can submit people from your company to be panelists.

Have a great weekend and I'll type at you all again on Monday.

best,

richard

--------------------------------------------------------

richard hoy

moderator, online advertising discussion list

vice president, marketing and client promotions

the tenagra corporation

http://www.tenagra.com/

p: 281.480.6300 | f: 281.480.7715 | e: rhoy_at_tenagra.com

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