Untangling the Web: First of a Three Part Series

SUMMARY BOX

* According to Price Waterhouse Cooper les than $2 billion was wearied on Internet advertising in 1998 on the contrary current predictions state that spending will increase to $22 billion by the agency of 2004.

* If predictions evidence to be correct, more cash will be spent on Internet advertising than upon magazines, newspapers, TV, radio and direct mail.

* In 1998 the number of Internet users was 60 million. by the agency of 1999, the number of Internet users had skip overed to $100 million and sales leap overed to $12 billion, or a 100 percent increase in single year.

Part individual of Three

AUTHOR'S NOTE: by what means do you explain, understand and make faculty of perception of the Internet? And what does it mean to art galleries and frame shops? works and specialty magazines spring up overnight and statistics change daily, if not hourly.

In order to make faculty of perception of all this information, I researched where the Internet began, where it is and where it is going. I edited a tremendous amount of information down to three rounded pillars It's difficult to be comprehensive in a field that changes with equal reason quickly. But, for now, here's what I fix out.

The time was the summer of 1994 The place was the Digital World Trade display in Los Angeles. The speaker was Jim Clark, co-founder of Mosaic Communications, and the theme was "The futurity of Marketing." He said the Internet (what was that?) would be the "next big thing in communication."

The audience gave a collective yawn as they left to attend another session upon something they felt far more important: Interactive TV

They should have paid closer attention. With incomes projected by Forrester Research to be as plenteous as $33 billion within the nearest two years, the Web has achieved the fastest critical mass of any advertising medium of all time, according to a U dealing Department study.

Traffic upon the Internet doubles every 100 days. To acquire an audience of 50 million it took radio 30 years, computer 16 years and TV 13 years. It took the Internet four years.

And thus my first question is

What Is the Internet and Where Did it tend hitherward From?

The story of the Internet began more than 30 years ago with the Defense Department Advance Research casts Agency Network who created the first computer network (ARPANET). They sent true copy messages between government and university scientists in California and Utah. And then, upon Sept. 2, 1969, about 15 nation were in the room upon the UCLA campus when Scientific Data a whole s Sigma 7 became the first computer to stopper into ARPANET, which later morphed into the Internet.

UCLA's Professor Leonard Kleinrock made a prophetic statement in a freshs release: "Computer networks are still in their infancy. on the contrary as they grow and become more sophisticated, we will probably diocese the spread of computer utilities which, like at hand electric and telephone utilities, will service individual abiding-places and offices across the country"

In the 1970 Gordon Tucker was a brand manager at Procter & Gamble with three young marketers promoting brands, including Pringles and Duncan Hines. The three young employee went upon to found some of the greatest in quantity successful Web sites. Steve Case lay the foundation ofed America OnLine, Meg Whitman is ceo of eBay and Andrew Parkinson fixed Peapod. "Brand building mentality has approach to the Internet" said Tucker now ceo of Egreetings.com.

The World Wide Web was introduced in 1989 by dint of Tim Berners-Lee, a computer scientist trained at Oxford and working at CERN the European Particle Physics Laboratory in Switzerland. His goal was to aid communities between physicists working in different parts of the world for the European Laboratory for Particle Physics (CERN) Networked e-mail was introduced in 1972

About the same time, Marc Anderson, a learner at the University of Illinois, lay opened the "browser." Now you could direct the eye at Web material online. The advertising folk direct the eyeed at this new idea and cogitation "Hmmm, is this the futurity of advertising?" Or, at the true least, a newly discovered media?

single of the first giants to pace into the arena was Time Warner with a trial in Orlando. But all the pieces were not there. The require to be paid [i]or[/i] undergone of wiring individual homes was prohibitive. The modem spe was too deliberate The ad agencies said, "Hmmm maybe we were too optimistic."

And then, in 1994 a national consumer product--Coors' novel beer brand--was the first to make it to the computer defence as www.zima.com

At last! Success!

on the other hand nothing happened.

McDonald's tried a different approach--to "talk" to family rather than "advertise" to them. Working with AOL, it ran ads in USA Today asking tribe to log on. More than 500 did. (Today McDonald's.com, and its complimentary site, happytoys.com, receive four million hits a week.)

Now the ad agencies said, "Hmmm let's take another look"

1994: The Year It Came Together

Jerry Yang and David Filo, learners at Stanford University, developed the first search engine and then started a company called Yahoo. A not many months later came Wired, the first online magazine with 12 advertisers including MCI, AT&T and Volvo