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To: John Donahoe who wrote (50225)	4/14/1999 4:54:00 PM
From: Rob S.	Respond to of 164684

The dynamics of Internet is somewhat like the development of the telephone network. When it first came out a few firms were quick to develop it as a means to communicate better with their facilities, suppliers and customers. This gave them an initial "innovation" edge that propelled growth over that of companies that hadn't "gotten it yet" about the power of the new media. Some cities got wired earlier than others - so they too could boast that they were moving quickly into the modern age of the telephone. I'm sure they thought that would set them apart as places to do business and grow progressive communities. But the use of telephones grew rapidly and within several years every business had them and many people had one or had access to one. The early advantage soon gave way to common advantage that helped general prosperity but that did not heap riches on just the few. Why didn't advertising ever grow to become the way that the phone system was paid for? Why was it that all of the broadcast media grew to become primarily paid for through advertising? Would it make sense for people to pick up the phone, hear a minute or two of commercials and then be connected? Why didn't TV and newspapers evolve along the lines that everyone simply paid for them as they did for phone service or now do for cable (or at least part of it)? Again, "The Media is the Message". The media shapes the experience and the focus of power in the transaction of sharing our minds and time in exchange for entertainment or educational value we receive. The Internet is not a broadcast media and attempts to shape it into one have largely met with failure despite the fact that the public is well trained in the habits of the broadcast media. Yes people can be swayed by ads. yes ads will continue to have their purpose on the net, but NO, the importance of advertising does not fit nearly as well with the Internet as it does with broadcast type media. The Internet is a many-to-many interactive media, even more dynamic in nature of replication and dissemination of information than the telephone. . . . on and on and on . . . too much emphasis on Advertising sucks and people won't pay as much for it.