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Reader Comments on Aardvark Daily 4 March 2002

Note: the comments below are the unabridged submissions of readers and do
not necessarily reflect the opinions of the publisher.


From: John Wooding
For : The Editor (for publication)
Subj: 99.999%???

This problem is big but there are more insidious issues.
Last week we spent a whole day tracking down an issue that
meant that some NZ users could see one of our client sites
and others could not. These things are important to us and
so we drop everything when an issue occurs. We checked
everything but found nothing … the clue to the reason came
from an Orcon notification of a ‘core’ Telecom outage. I
think we found the culprit.

The client lost sales [read money], we lost time [read
money] … and Telecom is claiming 99.999% up time with vast


PS	My ADSL was out most of the weekend too.

From: Dominic
For : The Editor (for publication)
Subj: Online advertsing

I think the advertising industry is after new ideas but
they also have accountability to deal with. It's all very
well having ideas; if these can't fit into the existing
mould, they tend to get rejected. A problem area. The
Internet doesn't fit into any moulds. It is a mould in its
own, but it doesn't seem or feel like it.

What I think isn't helping the advertising industry in its
task of adapting to the Internet, is that the Internet is
so complex. It is also dynamic and further, global. There
are so many variables to consider and sometimes one's head
stops after a while!

I wouldn't be surprised if an investor here has strong
beliefs and makes decisions against these rather than
results from trials, where sometimes, their beliefs get
turned upside down.

I recognise that advertising executives might find my next
comment hard to take: I think the advertising industry
should be run by those that actually make the Internet what
it is. These people live the emotions that make the
Internet. They live the culture of it. As a result, they
are in comfort with what ever solution ACTUALLY DOES work
on it, however, strange, unacceptable, or a misfit it may
be, bearing in mind that those descriptives may only apply
to the world before the Internet.

From: Hamish MacEwan
For : The Editor (for publication)
Subj: The WWW Free Ride

Has been given to the advertisers.  Foolishly, because they
could, banner advertising allowed itself to be based on
click-through at rates that didn't reflect how utterly this
metric undermeasures the impact, exposure, or impressions,
that unclicked banners gave to advertisers...

Do you think we would have newspapers, radios or TV, if it
had been funded only when a viewer stopped what they were
doing to respond to advertisements?

At this stage, the only solution is to retreat to a
cost-structure that can be supported by minimal advertising
revenue... rather one hopes by people who love it, rather
than the money, ... like Bruce, <grin>.

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