The story is: harness the Web or die Advertising is child’s play

Torin Douglas is right to re-enthuse about the role of the Internet on media industries (MW December 14). By 1999, in the UK over 1.5 million men and 600,000 women interacted with newsgroups daily, and half of users took daily newsfeeds.

Douglas’s informed viewpoint highlights that surviving the challenge of the e-revolution requires tenacity and enterprise. But in this fiercely competitive age it is not enough to merely survive.

The Institute of Public Relations (IPR) “Death of Spin?” report illustrates how the Internet will radically alter the way corporations communicate.

The spontaneous nature of modern media requires an unremitting harnessing of communication mediums to provide solid platforms from which messages can be got across.

The report raises many issues of concern for UK competitiveness, notably the ability of small-to-medium enterprises to access adequate IT and skills training. The Small Business Service SME Benchmark Index 2000 worryingly reveals that many companies invest more in marketing than they do in actually building their capability.

While demonstrable product and service strength is vital the hidden competitive advantages present in companies’ intangible assets are the building blocks to unleashing creative potential and sending share value soaring.

The Internet signals a critical juncture in the UK’s economic life. Failure to invest will mean our first rate media industries could lose their competitive edge.

Knowledge Bank

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

    If you are looking for our Jobs site, please click here

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now