NONE: RE: ONLINE-ADS>> Intel
RE: ONLINE-ADS>> Intel
Jim Meskauskas (Jim_at_HAWKMEDIA.com)
Wed, 21 Jan 1998 14:07:49 -0800
Jamie Byrne wrote:
> So, in my book, there is more revenue for publishers, more
> dynamic Web content, and advertising with more impact. Sure
> there is a downside for users who do not have the faster
> machines, but (and this is not an entirely fair analogy)
> but if the TV networks didn't start broadcasting in color,
> maybe we'd all still be watching in B&W.
>
> In a sense, Intel is simply encouraging publishers to
> "broadcast in color."
I would expect a vendor to take this position. In reality,
there isn't anything even remotely altruistic about Intel's proposition.
There is no mandate for a more compelling experience with content. This
is strictly a grab at potential revenue through the formation of an
online keiretsu. Intel has already endorsed the internet as an ad
medium with the dollars currently it currently has in play; this new
move does nothing to change that. Please read John Cassidy's piece in
the Jan 12 issue of the New Yorker to get a glimpse of why this kind of
positioning is bad for the marketplace ("What's Really Behind the Case
Against Bill Gates?").
The position that creative units can become more creative is a
bit disingenuous. Web publishers hoping to make money, it is my guess,
are more concerned with growing and maintaining an audience that can be
sold to potential advertisers.
Also, to say that the site is not being asked to provide content that
"slows down all but the newest and fastest ($$$) machines" but rather
that a site needs to offer dynamic media rich content is not a counter.
It is solipsistic at best. And what is "media rich content?" Are
content sites currently "media poor?"
Finally, the "broadcast in color" analogy is no analogy at all. I can
still receive transmissions produced in color on my B&W TV. The same
cannot be said for what Intel proposes. I said in an earlier post that
it's like HDTV producers telling broadcast properties they can only have
programming in HD/digital. Or better yet, if Sony suggested all
networks create and transmit programming that can only be viewed on a
Trinitron.
~~~~~~~~~~
Jim Meskauskas
Media Planner
Hawk Media
731 Sansome St., 5th Fl
San Francisco, CA 94111
415-777-4645
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