Commercial Messages Risky On 'Net

By ROBERT IRWIN

The U.S. defense department launched the Internet
in 1969 as a means of linking the military
establishment with universities and defense
contractors. Until around 1990, if you weren't an
academic or researcher, you couldn't participate.
During the past few years of open access, the
corporate world has been wondering how to exploit
the newly available medium. Unwelcome advertising
sometimes shows up in e-mail. If you are a member
of one of the thousands of news groups, now
generally considered part of Internet, you have
probably seen postings from hucksters with
get-rich-quick schemes or questionable products.
Posting off-topic material (sometimes called
"spamming") could get you "flamed", (verbally
abused). There have even been cases where
self-righteous Internet purists have used the power
of the net to financially injure offending
businesses.
Not long ago, one eastern seaboard electronics
company which broke the commercial message taboo
lost thousands of dollars in orders. They had to
disconnect their 800 telephone when it was deluged
by callers across the United States who had seen it
posted on the Internet as a telephone sex line. A
company switchboard operator quit because of the
graphic nature of the calls. The executive who
recklessly posted the Internet ad wasn't fired but
feels he will have to seek a new employer to
advance his career.
Things are different on the World Wide Web (WWW),
the fastest growing part of the Internet. Many
companies carry on the something-for-nothing spirit
by setting up beautiful home pages, overflowing
with well-organised, useful, non-commercial
information. Others adopt a hard sell approach and
assault viewers with brilliant logos and product
puffery.
Growmark, the US farm supply organization which
last year acquired the assets of United
Co-operatives of Ontario, has been attracting
farmers to its well-thought-out web site since
July. They seem to have balanced the commercial
interests of their members with solid news and
technical information as well as great links to
other sites. You won't find a better display of
precision farming anywhere, on or off the net.
http://www.growmark.com/graphic/welcome.html
Troubled by bugs (the insect ones, not the computer
variety)? Take a look at what must surely be the
only website devoted to pheromones. I learned a few
things on the web about these insect-emitted
chemicals, which are used as attractants in pest
control programs. Cooper Mill Ltd., the Madoc, Ont.
specialists in biological and chemical control
products, sponsors the site
http://www.telos.ca:80/coopermill/ 
On a silly note, California radio station KPIG has
a web site: http://www.kpig.com/ It evoked in this
long-time swine breeder, fond memories of Playboar
magazine, founded by Ontario's Tom Hagey.
The Californians' pig puns and caricatures are
amateurish compared to Tom's widely acclaimed
material. Still, those of you with time to play,
can even listen to the crazy antics of the
cyber-pork station with RealAudio Client software
available at: http://www.realaudio.com/ 
Keep writing with your favourite farm sites to:
rirwin@hawk.igs.net
Robert Irwin is Farm & Country's computer guru. 

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