INTERACTIVE: AD AGE CYBERCRITIQUE OF THE WEEK: OSHKOSH LACKS SOME B'GOSH

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OSHKOSH B'GOSH

www.oshkoshbgosh.com

WHAT'S THERE: The opening page is yet another example of a marketer that hasn't quite grasped that the Web is not a print medium. It fails to take advantage of any unique online capabilities, but rather ports what seems like a print ad onto the Web in two big ol' graphics.

What sits beneath the graphics is the familiar laundry list of Web features: store locater, FAQs, company and financial information, etc. But we're not saying the site is useless, for although this model is tired, it's still functional.

The site also features a ported version of the print "Genuine Parents" newsletter in its-very original-Genuine Parents section. This section requires users to register, but rewards them with a free six-month subscription to Parent magazine.

The real draw to this site is that visitors can order personalized monogrammed bib overalls for their little ones. The embroidering is a Web exclusive.

Overall, there's nothing to really push the site over the top. As we move to the next generation of browsers, it will be interesting to see how marketers take advantage of new functionalities.

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