ONLINE-ADS>> Angela Kapp, Estee Lauder session at Ad Tech

Danny Sullivan (danny_at_calafia.com)
Wed, 21 Jan 1998 17:36:18 +0000

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I've been enjoying the dispatches from AdTech, and this recent blurb
caught my eye:

> When they were planning the site back in 1995, only about 15% of women
> were online. It became quickly apparent that if this site was going to
> work, Estee Lauder needed to get more women online. They did so
> through such means as <snip>

This struck me as an example of the backwards way many web sites
seem to have developed. It sounds like Estee Lauder decided to make
its market work to support its site, rather than make the site serve
its market.

I would submit that the site could "work" fine by supporting the many
women already online -- even in 1995, when the numbers are said to be
lower.

It seems to make no sense to decide the site needed to succeed by
getting women online. It's like saying Estee Lauder should give away
television sets, so that more women could see its ads.

Thoughts, anyone?

-----------------------------------
Danny Sullivan
Editor, Search Engine Watch
http://searchenginewatch.com

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