INTERNET-ON-A-DISK #28, March 1999

The newsletter of electronic texts and Internet trends.

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Table of Contents

Curious Technology -- Linkbot

Web Notes -- Web sites I keep returning to, Tips on selling at Ebay

Off-the-wall ideas -- The Law of Collectibles

Content-based Internet Marketing by Richard Seltzer

Have you read or published an electronic book lately? by Richard Seltzer

Movie Review -- Random Thoughts on "Message from a Bottle" by Barbara Seltzer

Letters to the Editor -- Online Ambassadors, Generalist, Email Format

New Electronic Texts -- Gutenberg Project

Curious Technology

This software checks every checks every link on every one of your pages and lets you know which are dead. Some of these may be typos in internal links within a page or from one of your pages to another. Others may be external links to pages that have gone away. Obviously, this is valuable information that it would be very tedious to glean by hand. The only problem is that if you have many pages at your site, running this program could be like the sorcerer's apprentice casting a spell. In my case, I had several instances where as part of the slides for a speech I had copied my index page into a speech directory and linked to it as an example. Under normal circumstances, that created no problems, because the user would go there and then back up right away to the rest of the speech. But to this bot software, a page is a page and a link is a link, and every link must be followed to the bitter end. Since I use relative addressing, every link in the example copies of my index page was an "error"; and my index page has hundreds of links. Hence this technically beautiful program, in my case, went crazy and generated huge volumes of error data. But I could imagine in being extremely useful for other, more conventional Web sites than mine. (You can download a trial copy for free. But a registered copy of the software is costly.)

By the way, my Rube Goldberg way of finding problems among the 1000+ pages at my Web site is to check the error logs, and then use AltaVista to track down where the problem originated. For instance, if I see several attempts to reach a wrong address at my site, I do a search at AltaVista for link: followed by that wrong address, and usually find the Web page with the typo (sometimes at my own site, but more often elsewhere).

Web Notes

Surprisingly, there are very few Web sites that I visit with any regularity. Here's the list and the whys:

• AltaVista (www.altavista.com) serves as my home page.
• Amazon.com (www.amazom.com) I return to as a regular customers, and also as an associate (with links from pages about my favorite books to the pages on which those books are for sale), and also as advantage publisher (a small book publisher with books stored in their warehouse on consignment)
• TV Guide (listings.tvguide.com) provides detailed cable and broadcast TV listings, personalized by your zip code. This is good info, but recently redesigned their site so the info now appears as reversed type, which makes it difficult to print the pages.
• ESPN (www.espn.com) provides live coverage of sports events. It's great for following the Red Sox or Celtics, keeping a browser window running in the background while I do my work.
• Boston.com (www.boston.com) takes care of my insatiable need to know what's happening with the Red Sox. (I only buy the newspaper on Sunday, hate TV news, and don't hear radio news now that I work at home. The online service keeps me happy during the week.). Their local movie listings are also very handy.
• Search Engine Watch (www.searchenginewatch.com) provides news of everything that's happening in the realm of search engines, from the perspective of businesses that want their pages to be found. Danny Sullivan does a great job.
• A-Clue.com (www.a-clue.com) has excellent, practical insights and advice about business on the Web, plus a running commentary on related news. Dana Blankenthorn does a great job.
• NetResults (www.enterprise1.com) offers news and articles about everything having to do with ecommerce. Al Bredenberg does a great job.
• American Airlines (www.aa.com) helps me keep up-to-date on my frequent flier miles.
• Digital Credit Union (www.dcu.com) lets me see all the activity in my checking account and the current balance, and also lets me transfer funds from checking to pay bills that I owe them.
• Mapquest (www.mapquest.com) comes in handy whenever I have to drive someplace I haven't been before. The point-to-point directions are particularly helpful.
• Ebay (www.ebay.com) has become an addiction -- selling not buying. (See the item about them in this issue).
• American Zoetrope (screenplay.lather.com) is the site of Francis Ford Coppola's production company. Sign up and read four movie scripts, and you earn the right to post your own, for others to comment on, and for the long-shot chance that they might want to produce it.
• AnyWho (www.anywho.com), the AT&T phone number look up site, lets you do reverse lookups -- entering a phone number and finding out the name and address associated with it. They also let you enter an address and get a list of the names and phone numbers of everyone who lives on that street.
• Yahoo Home Values (realestate.yahoo.com/realestate/homevalues) lets you enter an address and get a list of every house on the street that has been sold in the last 12 years, with the prices they sold for.

Time for spring cleaning? Don't throw out anything that will fit in a shipping carton. Go to Ebay (www.ebay.com). The odds are that what you don't want, someone else does.

Right now, they have near 1.7 million items for sale. Everything imaginable. And, yes, by perusing their site you are at risk of getting hooked as a buyer/collector. But if you can withstand that temptation, this is the yard sale par excellence.

A few quick tips:

• First search at ebay for similar items now on sale and see how they are described and what kinds of prices people are paying for them. Keep in mind that while auctions usually last seven days, most of the bidding takes place in the last hour or so. So the minium acceptable bid and the bids early in an auction are no indication of what these things sell for. Bookmark the pages describing items that are closest to what you want to sell. Then go back just after that particular auction has ended to see what the result was.
• Then read all the many pages of info that Ebay provides explaining the process and what it costs. There is a non-refundable fee for placing an item for sale, which depends on the minimum price you'd be willing to accept. For small items, we're talking about something on the order of 25 cents. And you start with $10 of credit with Ebay, so you don't have to send them any money to get started.
• When an item sells, you and the buyer contact one another by email and arrange for shipment. (In your posting you should make it clear that the buyer will pay for shipping, and indicate the amount -- for small items, usually $3.20, the price of priority mail). The buyer sends you a check or credit card number (if you have a merchant account). You send the merchandise. At that point Ebay charges to your account a small percentage of the final sale price.
• After delivery of the goods, the buyer inputs feedback on the transaction at Ebay, which serves as a reference for future buyers who might want to get other things from you. It's a very good idea to describe your merchandise with great honesty and detail, mentioning any and all defects, and to ship immediately. High ratings can be very important for future sales. The environment here is very much like the old pre-Web Internet -- self-regulating, with lots of sharing, and lots of candid comments. If you are accurate in your descriptions and prompt in your deliveries, the system will work in your favor.
• For starters, pick one category of goods to focus on -- something that you know very well. I began with children's books. Sell one test item, with a low minimum bid to get used to how the system works. Deliver it instantly when sold. Encourage buyer to post feedback.
• Once the feedback is online, add listings for many more of the same kind of thing, using your previous posting as the starting point. (For low-priced items, it's important not to waste too much time entering your info.). People bidding on one of these items will probably want similar things as well and will want to consolidate shipments, to save shipping costs (which otherwise might be higher than the cost of the item itself). Mention in each of your descriptions that you have other similar items for sale and would be willing to consolidate shipments. That incentive helps generate interest and pushes the bids higher.
• After one month, you lose your "shades" next to your name (a symbol that you are either a newcomer or someone who has changed their online name, perhaps because of a bad reputation). By then, too, you should have substantial feedback on record. That's a good time to start experimenting with other categories of goods.
• Whatever you have to sell will probably sell better if you include a photo in your posting. For that you will need either one of those video cameras you plug into your PC or a digital camera. You will also need Web space at which to post your photos. I use the Big Picture video camera and capture card from US Robotics. And I signed up at Xoom (www.xoom.com) for 11 Mbytes of free space. I upload my photos to Xoom using FTP. Then I enter the URLs of the photos in the auction form at Ebay, along with the descriptions of the items, etc. If you've been itching to get a camera, this could be the excuse you've been looking for.

Off-the-wall ideas

Experimenting at Ebay, I've discovered an interesting law of economics. (Perhaps this is well-known, but I had never heard of it before).

The less the intrinsic value of a mass-produced object, the more likely it will become valuable over time as a collectible. (Their lack of intrinsic value means that few people will save these objects, which means that they will become rare. And the fact that they were mass-produced will mean that they are imprinted on the consciousness of many, and thus subject to nostalgia by association, and hence will be in demand.)

Result -- I can get more money selling a fair-condition bottle cap than selling a 100-year-old book that's in fine condition.

Content-based Internet Marketing

On the Web, text content can be of value to you in a variety of ways -- selling discrete chunks, selling by subscription, and also turning it into a marketing asset. In some cases, the marketing value of posting content for free can far exceed what you might hope to get through online sales of the same content. This is especially true of content related to Internet business and technology, which seems to have a useful half-life of less than a year.

Search engines, like AltaVista, index every single word on every page they find -- including the order of the words. Hence the more text you have on the Web -- in simple, search-engine-friendly form -- the more likely your pages will be found. Those who find your pages and like what they see are likely to bookmark them and tell others about them and/or create links to your pages. Hence the marketing value of such content increases over time, as it becomes more ingrained in the search and link structure of the Web, even as its information value decreases over time.

From these observations, we can derive the basic principles of content-based marketing:

1) Make as much text available on the Web as possible.

2) Design the pages to make them easy for search engines to find, and with the most important information in the HTML title and the first couple lines of text.

3) Do not discard Web pages because their information is no longer current. Rather add links from old pages to new pages with related current information.

4) If your business model depends on using design features which block search engines (e.g., dynamic pages, frames, java applets) or if corporate branding rules prevent you from creating text-heavy, search-engine friendly pages and/or prevent you from retaining old content, create a non-branded Web site, using inexpensive ISP-hosted Web space, and use that site to launch your content-based marketing efforts.

5) From every content-marketing page, point visitors to current and related information at your site, and to the starting point at your main Web site that will provide them with the most useful experience.

For example, when you discontinue a product, your first inclination is to remove all mention of it from your Web site, to make sure all your content is current. If you go out of your way to update search engines with all the pages you have changed and to remove dead pages from their indexes, a potential customer interested in that product will get no results at all from your site. And if you update your site without updating the search engines, that customer will click on dead search engine links, and may give up in frustration. You would be much better off keeping the old pages and the old mentions of the discontinued products and adding to those pages explanations and links to your latest and greatest products. That way you help would-be customers rather than slamming the door in their face.

Basically, content-based marketing takes advantage of the full text of every document you are willing to make public, and gives new life to old pages. This is an application of my "fly-paper" principle for drawing traffic to a Web site (see www.samizdat.com/socintro.html and soc1.html). In contrast, "search engine optimization" focuses narrowly on raising you higher in the results lists for searches for specific "key words."

To prioritize your marketing activities, imagine a series of concentric circles. In the center is content that is fully indexable text. The next circle represents content-based links -- the links that people make to your pages voluntarily, because they like what they see. The next circle represents the links that come from affiliate programs and link exchanges -- the results of business arrangements. And the outer circle is advertising, used to promote time-limited offers and special events. Everything should build on the content at the center. That's where you should focus your main effort.

Have you read or published an electronic book lately?

Have you read an electronic book lately? Probably not. Even though there are thousands of complete books available for free over the Internet, and thousands more are being published and sold on CD-ROM and computer diskette.

The hold-up has been that computer displays aren't very friendly to the eye. The long lines and glare lead to eye fatigue. And computers have been too bulky to tuck into your coat pocket or cuddle up with in bed. But those factors are now changing -- with special computer-based gadgets designed just for reading, and also with advances in the size and displays of ordinary PCs.

You can expect that over the next 1-3 years electronic books will begin to have a major impact on the publishing industry, and on your reading habits.

In the old environment, the physical manifestation of a text cost money to duplicate and to stok. The physical items were in limited supply, and the whole structure of who got paid what centered on the physical item.

In the electronic enviornment, the physical manifestation costs virtually nothing to duplicate or to distribute of to stock. In this environment, the scarce quantity is the reader's time and attention: given millions of choices, where will a reader focus time and attention? And the key to value in this realm is the articulate, active online reader who influences the reading behavior of others.

The economics of electronic publishing should derive from the nature of the medium, rather than from tradition.

Rather than expecting readers to pay for texts, we should be considering ways to reward them for reading particular texts and spreading the word about them.

In the past, authors were dependent on publishers to bring their work to the public. Yes, you could "self-publish" -- preparing camera-ready copy and paying a printer to turn your words into a bound paper book -- but that was expensive and time-consuming, and you'd be fighting an uphill battle to get your book distributed through a dozen or two stores.

Now, once you've written your book on your word processor, you can post it on free Web space, if you want to give it away. Or you can, in half a minute, make a copy on a diskette (which cost about twenty-five cents each in bulk). In other words, with nothing more than your PC, you can publish copies of your book with a material cost of just twenty-five cents each.

What about distribution? First go to R.R. Bowker (www.bowker.com), the publishers of Books in Print, and the keepers of the standard product code for books (ISBN). Sign up as a publisher and get your own block of ISBN numbers. Then go to Amazon.com (www.amazon.com/advantage), sign up for their Advantage program, and fill out the form to submit your book (including the ISBN number). They order small numbers of copies of small press books on a consignment basis, and then list those books in their general online catalog as "available in 24 hours." They accept books on diskette as well as paper printed books. I did that a couple weeks ago for my own book The Social Web, and today I got my first reorder from Amazon. (Curious? Do a search in their catalog for "Richard Seltzer.")

So what's you excuse now? Do you have an idea you've been meaning to put into writing? Have you always wanted to be published? Isn't it about time you published your first electronic book?

Movie Review

I was very impressed with Robin Wright Penn. Her acting was excellent. Her expressions right on target. I really felt she was who she was portraying. I was a little disappointed with Kevin Costner's performance. It was a little wooden. Now I like Kevin Costner and see everything he's in (I even liked Waterworld and The Postman) and plan on seeing him again, but somehow he was a little too held back for me. I know that was the idea, but even when he's happy with Theresa, he's not reactive.

I hated the ending of the movie. Here was a romantic movie, letting us know that while love is eternal, it can happen more than once if you let it. There are many chances in life to find happiness, you just have to be willing to take the risk. Then, for no practical reason, the writer kills off Garrett. Why? It doesn't make the movie better, it does the opposite. It makes people leave the theatre sad and disappointed.

I know the book did the same thing, but I don't want sad in a romantic story. I want a happy ending. There could have been a happy ending. Why wasn't there one?

Letters to the Editor

Online ambassadors

[reaction to www.samizdat.com/news27.html#ambassadors]

I have been following 2 discussion groups, yours and LinkExchange Digest.Quality vs quantity..SearchEngine possibilities for the future..sales vs marketing. The bottom line to all of thediscussions is the need for well written text! People are looking for good information first then a product then the price if they wish to buy something. We're all salesmen from mom & dad to teacher to newsman to salesman to the panhandler on the street and we do it first by words.

You're right, Richard,well written text is the answer to many salesproblems that exist on the net. The other problems are honesty and attentive service. The 3 needs for return visits to establish customers.

Your idea of ambassidors sounds like a good one. I'm anxious to read your Jan 21st chat.I wish I could get free to tap in to the live chat but soon I hope. I'm working on the first web page that I will place on the iVillage.com, mostly a women's site.They have free space.I left your web address there also.Good things by word of mouth!The best marketing is teaching customers how to shop on line.I'm working on it !

Thanks for letting me share my 2 cents worth.

Lucy Gorman

PS -- Wouldn't it be better for the ambassador to let the company know a certain time that they would be on line..day &hour(s).Then it could be noted on the company site maybe in the' newbies' area that some sites have?Maybe this is one way to help folks learn to shop on line. 

Internet generalist

[reaction to www.samizdat.com/news27.html#general]

I really enjoyed your thoughts on internet generalists. Struck a deep chord. I'm committed to remaining a generalist - because I think my fundamental value is in being a big picture strategist- and I find the biggest problem is managing my continuing education. How do I know enough to remain valuable when there is now so much to know on so many topics? Which magazines to read? news sites to check? books? classes? e-mail discussion groups? conferences? seminars? etc.

On the other hand, I just can't give up the generalist role. When I'm consulting to clients, I think that somebody, somewhere, MUST have a comprehensive vision of what a co. is doing on the web AND how it fits with what they're doing OFF the web.

At Wharton, I developed my own major (New Business Development) so I could take courses in Finance, Marketing, Accounting, Operations Management, Management of New Technology, Information management, Multinational marketing, entrepreneurial management, etc. Plus 5 years as a management consultant, 3 years following the evolution of the web, and 3 years in publishing, I'm reluctant to specialize. I agree with you the way ahead for me is to work with start-ups, where being muti-talented is a core survival requirement.

Can't give much feedback re. where to take the chat in the future, because I don't have a good sense of rest of the audience. I am a bit frustrated by the technology, however, mainly due to the difficulty of following & participitaing in many different conversation threads. I wish that, once a topic had enough critical mass to become a sub-thread, it could be color-coded or have its own little frame --all in real-time, of course. Basically, a good chunk of the editing work you do off-line would be done live on-line. - Maybe I should send this thought to some software developers.- It would still (even more) be critical to have someone experienced like you to identify nascent threads. We'd also need to find a way to send incoming messages to appropriate threads.

End of brainstorming.

Reem Kettaneh Yared, Founder, GrowthWise, Internet Strategy & Business Plan Development, 20 Mount Vernon St. Cambridge, MA 02140, reemk@tiac.net Tel: (617) 576-0351

Email format (hard enters)

First of all I would like to express my appreciation for your newsletter. Especially the articles you write about Internet Trends. As I am a webmaster on my employer's Intranet for the site 'Computers and Free Time' (translated from Dutch, so it may sound strange) , the contents of these articles touch with my own thoughts and expectations. Because I work for the Dutch government, at Statistics Netherlands to be precise, there is no profit involved for our web-activities. But things are changing, so maybe we will evolve from a non-profit organisation to a market-aimed company. Being a webmaster is kind of a hobby, my actual job is being a statistical analyst, besides that I am the Intranet Coordinator for the sector I work for and for a specific project, the Social Statistical Database, the virtual census we plan to implement to produce the tables the European Statistical Institute wants for 2000, I build the documentation with FrontPage. So hobby and work are slowly being interwoven. What the eventual result will be, I don't know. I hope that my web-activities will go beyond our Intranet to a web-related job.

But that's not the reason for this mail, the subject is 'Hard enters' meaning your text contains them and causes stange break offs after converting your newsletter to a HTML-page. If they aren't inevatable, maybe they could be removed before e-mailing?

Met vriendelijke groet,

Frank Bastiaans,, Sector Integratie en Presentatie (KIP), Divisie Kwartaire Sector en Leefsituatie (KSL),Centraal Bureau voor de Statistiek (CBS).

Reply from Richard Seltzer

I suggest that you access the articles at my Web site, rather than depend on email versions. The newsletter already exists there as HTML pages. Go by way of www.samizdat.com/#ioad

I actually start with the HTML version and later (at the end of the month), convert an entire issue to plain text, with "hard enters" (or "line breaks") at the end of each line. I do that at the request of readers who cannot read HTML mail -- particularly those who read their mail on a UNIX server with pine, elm, etc. For them, if there isn't a hard enter, they wind up with unreadable run-on lines (the text does not automaticallly wrap).

Email is difficult to make compatible for all systems.

New Electronic Texts

(Adding dozens of new ones every month, Gutenberg has already made over 1900 etexts available for free over the Internet. These include classic works of literature and history, as well as out-of-print and little-known works by great authors. If you can, connect by ftp, rather than the Web, to get the most recent ones. Here's a list of those recently added, alphabetized by author. The file name is useful for fetching the text from the ftp site. Many of these are also available on diskette from PLEASE COPY THIS DISK for those who cannot get them themselves. For the current catalog, check http://www.samizdat.com/catalog.html or send your email request to seltzer@samizdat.com)

Thomas Bailey Aldrich -- An Old Town By The Sea (ldtwn10.txt)

Horatio Alger, Jr. -- Ballads (bllds10.txt)

Roger Ascham -- The Scholemaster (smstr10.txt)

Honore de Balzac --

• Cousin Pons (cspns10.txt)
• Catherine de Medici (ctdmd10.txt)
• Z. Marcas (zmrcs10.txt)
• The Village Rector (vrctr10.txt)
• Albert Savarus (svrus10.txt)
• The Exiles (xiles10.txt)
• The Muse of the Department (msdpt10.txt)
• The Chouans (choun10.txt)
• Droll Stories [V. 1] (1drll10.txt)

L. Adams Beck -- The Ninth Vibration (9thvb10.txt)

Max Beerbohm --

• The Works of Max Beerbohm (twomb10.txt)
• Zuleika Dobson (zdbsn10.txt)

Neltje Blanchan -- Bird Neighbors (bdnbr10.txt)

B.M. Bower --

• Her Prairie Knight (hrprk10.txt)
• Rowdy of the Cross L (rowdy10.txt)

Samuel Butler -- Erewhon (erwhn10.txt)

Thomas Carlyle -- Early Kings of Norway (knrwy10.txt)

Anton Chekhov -- The Wife and other stories (twife10.txt)

Irvin Cobb --

• A Plea for Old Cap Collier (pfocc10.txt)
• Speaking of Operations (spopr10.txt)

• Armadale (armdl10.txt)
• The Queen of Hearts (qnhrt10.txt)

Susan Fenimore Cooper -- Elinor Wyllys Volumne 1 (1wyll10.txt), Volume 2 (2wyll10.txt)

William Cotton -- Everybody's Guide to Money Matters (egtmm10.txt)

Alphonse Daudet -- Tartarin of Tarascon (trtrn10.txt)

Richard Harding Davis -- Vera, The Medium (veram10.txt)

Theodore Dreiser -- The Financier (tfncr10.txt)

J. Henri Fabre -- The Life of the Spider (lfspd10.txt)

Sarah Fielding -- The Governess [Female Academy] (gvrns10.txt)

Anatole France -- Penguin Island (pngwn10.txt)

Anna Katharine Green --

• Initials Only (ionly10.txt)
• The Woman in the Alcove (winta10.txt)

• The Young Forester (yn4st10.txt)
• The Call of the Canyon (tcotc10.txt)

• Montezuma's Daughter (mzdtr10.txt)
• Long Odds (lodds10.txt)

• The Great Stone Face and other stories (totwm10.txt)
• Grandfather's Chair (gfchr10.txt)

Charles Kingsley -- Westward Ho! (wstho10.txt)

Rudyard Kipling --

• Plain Tales from the Hills (ptfth10.txt)
• The Second Jungle Book (2jngb10.txt)

Jerome -- Second Thoughts of An Idle Fellow (scthk10.txt)

Andrew Lang -- Ban and Arriere Ban (bnabn10.txt)

Lodge/Roosevelt -- Hero Tales From American History (htfah10.txt)

William J. Long -- Secret of the Woods (sctwd10.txt)

Harold MacGrath -- The Drums Of Jeopardy (jprdy10.txt)

Martin Luther -- Concerning Christian Liberty (clbty10.txt)

McClintocks -- Song & Legend From the Middle Ages (slfma10.txt)

John Charles McNeill -- Songs, Merry and Sad (sngms10.txt)

Herman Melville -- Typee (typee10.txt)

Owen Meredith -- Lucile (lucil10.txt)

J. Fitzgerald Molloy -- Royalty Restored (rruc210.txt)

E. Nesbit -- Many Voices (mnyvc10.txt)

Madame Ida Pfeiffer -- Visit to Iceland (vstil10.txt)

E. Phillips Oppenheim --

• The Yellow Crayon (ycryn10.txt)
• The Zeppelin's Passenger (zplnp10.txt)
• A Millionaire of Yesterday (mlyst10.txt)

• A Mountain Woman (mtwmn10.txt)
• The Shape of Fear (tshfr10.txt)
• Painted Windows (pwnds10.txt)

E.R. Punshan -- The Bittermeads Mystery (btrmm10.txt)

William MacLeod Raine -- The Vision Splendid (vspld10.txt)

Arthur B. Reeve -- The Poisoned Pen (tppen10.txt)

Rafael Sabatini -- Scaramouche (scmsh10.txt)

Richard Brinsley Sheridan -- School For Scandal (scndl10.txt)

Thackeray --

• From Cornhill to Grand Cairo (crhcr10.txt)
• Adventures of Major Gahagan (majgh10.txt)
• The Great Hoggarty Diamond (gthgd10.txt)

Mark Twain -- Extracts From Adam's Diary (xadam10.txt)

Jules Verne -- Michael Strogoff (strgf10.txt)

Stanley Weyman -- Under the Red Robe (rdrob10.txt)

Alex Whyte -- Bunyan Characters (2nd Series) (2bnch10.txt)

Kate Douglas Wiggin -- The Old Peabody Pew (oldpw10.txt)

Emma Wolf -- Other Things Being Equal (otbeq10.txt) 

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