Agency: CHI & Partners
By MAIRI CLARK, campaignlive.co.uk, Friday, 29 November 1996 12:00AM
There’s no lack of off-line publications dedicated to the Internet but
which one is the best?
Which off-line publication about online issues do you find the
Taking a look through the AKQA library, I discovered that there’s no
definitive one-stop-shop publication that I’m into for keeping up with
Lots of publications spring up and then vanish without a trace. And the
ones that do survive tend to take an interesting angle and provide facts
and figures, which is useful.
However, here’s a selection of the ones I reckon are among the best and
we’re most loyal to: Wired US, Wired UK, Red Herring, the Economist, New
Media Age, Byte.
Although not widely available in the UK, we find WebWeek is the most
informative - consistently providing intelligent comment on all aspects
of online activity. Its editorial contains comprehensive coverage of Web
developments. It has a unique commercial perspective, providing an
insight into online business strategy, drawn from involvement with
individuals manning the progress.
Wired is also a useful title. While not a dedicated Internet magazine,
it offers a broad take on the people and processes shaping our
information society - best read without a hangover...
In terms of media projects launched, Creative Technology provides a very
good round-up and I read New Media Age for global issues and Campaign
for client news.
Having said all that, it’s rare that I get the opportunity to see
interesting new work - the list of good new-media companies can be
written on the toenail of a stoat.
I don’t read the Internet glossies, as they seem to be aimed at those
who don’t use the Web yet, and Wired (the US edition) can be so far up
its own arse it deserves the lambasting it gets.
I guess I read the Independent for stories like the 25th anniversary of
the microchip, but really I rely on the Internet itself for information
that will affect my business.
I’m a long standing reader of Byte - one of the only computer magazines
that’s older than I am. It’s always authoritative and often ahead of all
the other magazines since its main articles tend to be about original
concepts and new possibilities rather than products that have just been
Over the past couple of years it has become much more Net focused but
there’s still good coverage of general computing issues. It’s more
techie than Wired but not as trendy - like me really.
robert @indexfinger. com
believe everyone in advertising should be a magazine hoarder. I buy
around 25 magazines a week - everything from Digital to Caravan Weekly.
They are the bread and butter of the job, in the same way watching Blind
Date is. But a magazine for the Internet is an odd one; it seems to
reveal that no media can entirely replace another.
In fact, if you read enough Internet magazines or go to enough Net
conferences, you don’t ever need to go on the Internet to sound dead
knowledgeable; Wired or.net tell you all there is to know. Or, at least
did - when Wired looked cool, but now the graphics are tired and its in
bred UK cousin is a stupid idea that defeats the purpose of the Net
being a global medium.
Apart from obvious sensible selections such as Cyberia’s magazine, I
find magazines like ID and G-spot give the most interesting Net info. If
I hadn’t read ID, I wouldn’t know about ‘roadkills R us’, which offers
road-killed animals for sale with recipes.
Ogilvy and Mather
This article was first published on campaignlive.co.uk
Agency: CHI & Partners