OPINION: Keep abreast of web and client developments

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

you’ve spotted.

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.

This article was first published on Campaign