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Subject: Re: UKNM: Herpes, pregnant women and other custom publishing projects...
From: Sajid Mohammed
Date: Thu, 30 Jul 1998 10:51:39 +0100

Flicking through a copy of Details (poor US copy of The Face IMHO), I
noticed an advert for a drug called Crixivan, used by HIV+ people. It
had a URL tucked away for a site called http://www.stayhealthy.com/

When you go to the site, it's a subtle one - you're seduced into
thinking it's purely informative site about a whole wealth of health
related issues. Start to drill down though and you find that the
'digestive health' section is headed by a great big banner for Zantac

Very subtle, very insidious and it also services more than one pharmco.

And if you dig around, you find that the company behind the site is
staffed by ex-employees of several pharmcos. Nice.

Coincidentally, last night I was having a drink and a chat with an
industry colleague and I was positively singing the praises of
precisely this type of site. My argument was that mixing advertising
and editorial online is not regulated, unlike other media. More to the
point, no one seems to care too much - yet.

The questions to be addressed will always be: just how intelligent is
the audience? How aware are they that they are being led like lambs to
the slaughter by the P&Gs and Unilevers of this world? Will these
sites be trusted sources of information?

Are these sites just entertainment, with no potential as such to grow
sales? If these advertorial sites are subtly branded, just how can one
quantify effectiveness?

Sajid Mohammed
Get your free @yahoo.com address at http://mail.yahoo.com

  Re: UKNM: Herpes, pregnant women and oth, Ray Taylor

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