In case you hadn’t noticed, this week we’ve launched two elements
in Media Business: a website review column called iSpy and a column
about your clients called Company CV.
Why the site review? Well, to be honest, it would have been harder not
to do it. Lots of people have suggested it, and some new-media types
have declared themselves mystified by its absence. We hope it will also
be of interest to those of you in more traditional media who are trying
to keep up with the developments in the online sector.
We have tried to focus on the advertising on these sites, rather than
simply banging on about design, editorial and all that stuff. But in our
research, it was interesting to note how few of the small indie sites
(as opposed to the big portals and the sites run by established
corporations) had much in the way of advertising. I’m sure this will
change but, in the meantime, feel free to tell us about successful sites
As for Company CV, we hope its function is obvious. Every
self-respecting sales person should know a bit about the clients whose
wonga pays our wages. Even where there’s an agency planning and buying
for the client, it is often important to know about and even have a
relationship with the client.
A word of warning though. I recently heard of a salesman who had been
asked to ’leave the company unexpectedly’, after he decided to complain
to a client about its media agency missing him off the schedule. The
agency chief was angry enough to complain to his boss, and the rest is
employment history. Harsh perhaps, but worth noting before you dial up
the marketing director.