Disagreements over Internet

I was astonished to read your report on AKQA’s research into use of the Internet “Poor quality Web sites will trigger mass brand exodus” (MW May 17). It says, on the one hand, marketing departments are failing to recognise the commercial opportunity posed by the Internet and are ignorant of issues such as content requirement, but that “too much emphasis is placed on the Internet as a publishing medium”.

This is clearly contradictory. It is widely recognised that, because of the plethora of choice facing the fickle web surfer, content must be king. The Internet will never have a commercial future until marketers recognise that its success lies in the hands of the publishers, and the people who are capable of producing stimulating and creative editorial, not the advertisers.

Moreover, it is laughable to suggest that the Internet “offers little scope to differentiate one brand from another”. This is like suggesting that consumers perceive no difference between Hello! magazine and the Financial Times. If there is limited brand differentiation on the Internet at the moment, it is because the marketing departments surveyed have used the wrong type of company to produce their Web site.

Craig Waller

Managing director

Premier Magazines

London SW1