The Web is not necessarily the best way to promote your business - at least not yet, according to experts.
'We tell some companies to leave it alone. It may not be the best way to put their message across,' Charles Fallon, managing consultant at Saatchi and Saatchi Vision, told a private seminar. 'Many of our clients are concerned that the Net is just too slow at the moment.'
Douglas McCallum, head of multimedia development at Capital Radio, said a strong business case is needed. 'I've had to justify almost a #1 million investment in our site. I wouldn't have been able to do that if I didn't see the Net as being highly complementary to our radio services.'
Colin Lansley shared the experience of publisher Conde Nast, which has created a Web design team called [email protected] to sell its services. He agreed that creating profitable Web sites is hard because so little Internet advertising is being placed.
Lansley said most of his revenue came from providing content, for example to the Microsoft Network (MSN).
A cautionary tale that wasn't mentioned was that of Apple's eWorld online service, which closed last year. This was ironic as it turned out - the seminar was organised by NeXT, which was promptly bought by Apple.
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