Re: UKNM: easyEverything hits Victoria

[Ray Taylor]

Trevor May <

trevorre-flex [dot] com

> said:


>And here I was thinking the whole cybercafe thing had finally died.


>The last cybercafe in my home town (Brighton) closed its doors a few

>months ago. There used to be 4-5 of the buggers two or three years ago.

>The library is the only place to go for public net access now.



Of course the thing about "cybercafes" is that like every other aspect of

the early internet, they attracted nerdy types and put off ordinary citizens

who wouldn't want to be seen dead in one.


I wandered into a shopping mall off Oxford St on Tuesday to see an internet

cafe tucked away in a corner. Not surprisingly it was closed. There is

another in a service area along the M40 that isn't used much given the

number of people that walk past it.


The internet is now a mass medium of communication and so provides

opportunities for mass marketing (as well as many vertical market

opportunities too). If you want to offer internet access from the

high-street I guess it helps to know a bit about mass marketing.


On the subject of mass marketing I thought it was interesting that freeserve

used the same approach as excite "I found it on freeserve" in their recent

ad push but whereas excite focussed on the weird and wonderful, freeserve

stuck to the ordinary and everyday - holidays, competitions, financial

advice.


I think if Excite ever want to stand a chance of catching up with Yahoo,

they should pay close attention to what Freeserve is doing.


Ray Taylor

NMC/Adplan

+44 181 249 6313


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