Re: ONLINE-ADS>> Intel

Mike Thomas (Mike_Thomas_at_infoworld.com)
Wed, 21 Jan 1998 16:47:54 -0800

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No doubt everyone on this list is familiar with the huge scale of Intel's
planned Web ad spending this year, and everyone understands how important
the Intel Inside campaign has become to the online advertising market.

So I'm not going to talk about those elements of the Intel Inside
controversy. Instead, I'd like to respond to Jamie Byrne's posting by
explaining InfoWorld's editorial concerns about the "Optimized Content"
requirements that are part of the Intel Inside campaign.

First, I'd like to say that, in my view, Intel's intentions with Intel
Inside appear to be wholly straightforward: to promote market adoption of
the Pentium II chip. I have no reason to believe they intended to use this
campaign to dictate editorial content to Web publishers.

Unfortunately -- and this is the reason for the controversy -- the current
Optimized Content requirements do just that. The OC requirements for the
first quarter of 1998 specify that publishers need to place the following
on their Web sites:

1. Some kind of high-bandwidth content that is updated weekly and in "good
taste" as determined by Intel.

2. Text stating that this content runs better with a better processor.
Intel "prefers" that the text recommend the Pentium II processor.

3. A link to this content from the site's main page.

4. In addition, Intel requires that this content be part of the site's
editorial space -- not part of its advertising space.

InfoWorld's position on this is clear: Our editors -- not our advertisers
-- decide what editorial we run on our site. And by "editorial," we mean
words, images, links, designs, colors, features, functions -- everything
that defines a Web site's editorial environment.

That's the reason we're troubled by Intel's OC requirements. By specifying
content type, content frequency, text, and links, Intel is (intentionally
or not) trying to assume an editor's role. My own view, frankly, is that
our editors do a damn good job of identifying and serving our readers'
interests. They don't need -- and, in any event, won't accept -- help from
an outside company to do that.

As InfoWorld Electric's general manager, it's my hope that Intel and
concerned publishers like IDG (InfoWorld's parent company) can talk about
this issue in a productive, constructive manner and reach agreement on an
advertising program that helps Intel meet its goals and at the same time
honors editorial independence.

Mike Thomas
General Manager
InfoWorld Electric
www.infoworld.com

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• Next message: rhoy_at_o-a.com: "ONLINE-ADS>> AdTech Coverage: Nathan Shedroff, Vivid Studios / Rpt #7"
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• Previous message: Jim Meskauskas: "RE: ONLINE-ADS>> Intel"
• Maybe in reply to: Paul Hart: "ONLINE-ADS>> Intel"
• Next in thread: Michele_Rennert: "Re: ONLINE-ADS>> Intel"

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