RE: UKNM: Re: A credible list?

[Ben Rosier]

and where were QXL/Ricardo? I know lists are fallible and journalists would

argue that they're they're supposed to foster debate but this one was most

odd - especially given all the criteria the research company claimed it was

using.

Ben Rosier

Marketing Magazine


-----Original Message-----

From: Nick Horley [

nick [dot] horleyvirgin [dot] net (mailto:nick [dot] horleyvirgin [dot] net)

]

Sent: 04 July 2000 17:24

To:

uk-netmarketingchinwag [dot] com

Subject: UKNM: Re: A credible list?



>Anyone think the list is correct?


It's bollocks. In an hour of digging I discovered that one of the top 20

companies has a hopelessly flawed model, no revenue and a horrendous burn

rate. (Not saying which, we intend to compete with them.) In the absence of

the only performance measures that really matter, i.e. financial results,

the ST hacks have resorted to subjective judgements about quality of

management etc. That's all very well if you're prepared to put as much time

into your analysis as, say, a VC would. But the economics of a Sunday paper

don't provide enough time to meet the management teams and crunch the

numbers. The whole feature probably represents a day or two's work at most,

with the major research tools being (a) other stuff that's already been in

the papers and (b) the PR bullshit of the companies listed. This kind of

"journalism" is no more than recycled flim-flam designed to sell advertising

and copies of the paper. It works - readers and advertisers love league

tables. And when you have the clout of the Sunday Times you can afford to

cut some very big corners on editorial resources - the readers believe

almost anything you write.


Nick



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