Advertising is publishing: Notes from the Web Advertising 97 conference

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Marketers and publishers need to realize that the Internet is much more than an advertising medium, said Robert Raisch, keynote speaker at the Web Advertising 97 conference Monday in Monterey, Calif. "Advertising is fundamentally publishing," said Mr. Raisch, chief scientist with the Internet Co.. By that he means that advertisers have the same goals and problems that publishers face: desire for control over content, over presentation, over distribution and over context. But because the Net is predominantly a user-directed medium, in that users self-select the information they want, marketers also need to realize that their presence on the Net is a combination of content and solicitation, Mr. Raisch said.

Marketers must work toward a dynamic Web presence borrowing "from the four basic food groups of marketing communications," Mr. Raisch said: advertising, promotions, PR and personal selling.

Mr. Raisch predicted that within three to six months, several key developments will take place that will further the goals of marketers on the Web. Among those developments are: direct measurement of consumer behavior; advertiser-managed content; automated customer interaction; and HTML-enabled e-mail.

Copyright April 1997, Crain Communications Inc.

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