It’s exactly a year since Campaign Interactive revamped its look
and content. We introduced items such as the Interactive Gallery and
case studies because we felt there was now enough good stuff out there
to build the section around what people were actually doing rather than
what they were saying. So, looking back at 1996 and all that, were we
right? Was there enough good work produced during the year for the
new-media industry to be proud of?
It’s perhaps telling that our Gallery reviewers, who initially started
out by selecting five projects they genuinely liked so that we could
champion good work, are now as critical as their counterparts in Private
This is partly because they don’t always get to select what they review;
but then this itself is because reviewers kept coming up with things
we’d already looked at. The good work, it seems, is still fairly thin on
From a personal point of view, I have to say I’m more often than not
disappointed by the new Websites I look at - and don’t even get me
started on CD-Roms, most of which are best described by a word beginning
with b- and ending in -ollocks. In all aspects of new media, most people
are still talking rather than doing.
Which is a lot like many of the sites they create: I know I keep going
on about this, but when will the message sink in? Websites are not ads;
it is not sufficient for them just to be there; they actually have to do
something to be of any value whatever.
So to the gems of 1996: much derided at the time of its launch, the BMW
site is a model of down-to-earth pragmatism married with good
Snickers is the best youth-orientated site I’ve seen this year. The
Guardian’s classified job ads site, RecruitNet, was always likely to be
a winner and Loaded, with the odds stacked in its favour, didn’t
disappoint. Dollond and Aitchison’s site, with its warning software for
computer users who’ve been too long at their screens, and the Alliance
and Leicester’s site also deserve a mention.
But the best site of all, sadly, is an American one: Pointcast. Up to
the minute, selective news presented as a screen saver. Brilliant.
Follow that, Great Britain.