[uk-netmarketing] Serious(!) Words From Tim

[Tim Ireland]

As some people have already noted, the 'poor little researcher' has his job

to do and the subject/angle/attitude of the programme has already been

decided. We can stamp our little feet all we want in UKNM, but I doubt they'

ll hear us.


Regarding attitudes, I think it's not only a lazy practice to make such

'what the public wants' garbage, but you will remember that many dotcoms

benefited from these lazy practices when the flavour of the month was

"aren't these dotcoms amazing?" (Mind you, it must be noted that there were

many in this group who even complained about *these* programmes.)


I'm not naive enough to think that journalists, producers etc. are

interested in the truth per se, but I am concerned about the very real risks

of the already mentioned 'self-fulfilling prophecy'.


Go on, you try and coax a serious executive to your so-called dotcom if

his/her only knowledge of the Internet comes from the press and television.

Guess what? You're going to have to offer him more money than the

traditional sector would offer, not only because he's worried about security

and wants some short-term earnings to make the risk worthwhile, but because

he's also absorbed all of the 'loadsamoney' bullshit. Not the most amazing

case of doublethink in the world, especially when you consider how engaging

both sides of the story are and how little thought they require for

retention.


This is why it's the easy option for those 'looking for a story'. For

others, they don't even need the story, just the notion.


Take Private Eye, for example. Regular columns/sections for everything from

architecture to television - but the Internet? Nothing. Oh, unless you count

the cartoons. At least half of those take the piss out of the 'wacky' world

of dotcoms - in other words, they treat us like a f**king joke.


Oh sorry, got carried away with the stamping again. Complain here if you

like (I already have):

http://www.private-eye.co.uk/noframe/contact.htm


One of the things I hated most when starting out in my career was being

treated like the 'boy wonder'. People who regard you in this way tend to

look past your successes as they tap their feet waiting for the next one.

They also love to see you make a mistake, because it makes them feel more

secure. They especially love it when you make a mistake that wouldn't have

happened had you the hindsight of 'experience'. This allows them to nod

their heads sagely in their imagined role of mentor.


We're a young industry. Yes, the attitudes that dog as for this reason are

dangerous, but radio survived it, as did television. Even banging rocks

together caught on eventually - we've just got to keep at it.


They might not take it seriously, but we have to. Success is the best

revenge, after all.


Tim Ireland

Director of Marketing

www.designercity.com