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Subject: Re: UKNM: Re: Portals?
From: Matteo Berlucchi
Date: Thu, 20 Aug 1998 13:49:24 +0100

My main worry is that thanks to the 'smart money', the portals can keep
growing and gaining considerable advantage against all other sites.

The problem is that newly appointed Web Marketing people put money in
the busy sites rather than venturing in somewhat more daring online
marketing activities just to preserve their job and for lack of

Web Marketing is a technical activity that requires an analytical and
scientific approach in order to yield results (as Sajid said). Going to
the busiest sites, like going to the most popular TV channels, is the
wrong approach as the Web is a different thing from Radio/TV/Papers. A
proof comes from what Mike Butcher said about the 10 mins spent on web
portals - as opposed to the hours one could spend on a TV channel!

Having a choice of millions of potential advertising spots makes life
difficult for the traditional marketer and exciting for the technical
web marketers who know what they are doing.

Portals will unfortunately grow thanks to the wrong reason: money and
not content. The existing portals have already gained the position in
which they can offer the same great counter deals that newspapers and
other traditional media can offer and this gives them a huge momentum.

The ideal portals - independently owned sites offering all the
information on specific topics from a friendly and logical URL like

www.holiday... or www.vacancies... - are a dream of the past, exactly
like good operating systems!

Commercial reasons are - sadly - always winning against quality.


Matteo Berlucchi E: matteoathyperlink [dot] com
Web Marketing Manager A: matatairmail [dot] co [dot] uk
Hyperlink plc T: +44 171 240 8121
8 Upper St Martin's F: +44 171 240 8098
London WC2H 9DL W: http://www.hyperlink.com/

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