March 8, 2002
Readers Say New Media Faces Old Challenges
Kara Swisher

Readers respond to columnist Kara Swisher's recent column on former Slate editor Michael Kinsley's assessment of the state of the new media industry and its hopes for survival.

Andrew Susman writes:

Suggestions seem painfully obvious.

• Content must be of the highest quality, editorially "pure," and of continuing interest to specific groups of users. Web visitors are there for information, so to engage them and have them return regularly, only high-marquee host/editors should be used.
  
  
• Specific marketing goals and demographic targets of prospective clients should be studied before presenting.
  
  
• An acceptable measurement standard should be in place to indicate the effect of the programs to the clients in business terms.
  
  
• Control costs, maintain adequate reserves, don't try to grow too quickly and, if possible, pick a venture partner who can offer constructive oversight, not just money.
  
  
• It is also most important to have the highest quality affiliate partners. The best of them will always appreciate good content, as will the clients.
  
  
• Know that your greatest resource is your people. Get the best and keep them.

Kara responds: Your points are all well taken. Content must always be high quality or it simply degenerates into a glorified brochure or is something users have no need for. I am not so sure you need well-known hosts or editors, though, as much that has become popular on the Web has been created by virtual unknowns. Indeed, the Web has given many more people the opportunity to become known when they couldn't in other more-gated mediums.

Having specific marketing goals and acceptable measurements standards are a given, of course, as are cost controls and making sure you have enough money to get to profitability. Good partners are surely a requirement. And, of course, people always do matter, even in this tech-addled universe.