Return to Web Homepage

Publisher Manny Sawit


Editorial Director Dale Dougherty
Executive Editor Bob Kaehms
Managing Editor Elisa Welch
Assistant Editor Keri Hayes
Art Director Cliff Scorso
Editor at Large Michael Floyd

Contributing Editors Ken North, Mike Paciello, Randal Schwartz, Lincoln Stein, Ray Valdés, Lynda Weinman, Al Williams


see also page 70

Director of Sales Valerie Pippin
Eastern Sales Manager Stephanie Hirtenstein
Western Sales Manager James Long
Southern/WebMarket Sales Manager Joe Siart
Online Sales Manager Matthew Payne
Ad Traffic Coordinator Amy Santana


Assistant Circulation Director Michael Poplardo
Circulation Manager Lisa Eversole

Subscription Marketing Manager Claudia Curcio

Newsstand Manager Eric Alekman

Fulfillment Manager Anne Strathairn


CEO/Miller Freeman Global Tony Tillin

Chairman/Miller Freeman Inc.

Marshall W. Freeman

President Donald A. Pazour

Senior Vice Presidents Warren Ambrose (CFO), H. Ted Bahr, Darrell Denny, David Nussbaum, Galen Poss, Wini D. Ragus, Regina Starr Ridley

Vice President/Circulation Jerry Okabe
Vice President/Production Andrew A. Mickus
Group Publisher Peter Hutchinson

Web Techniques (ISSN 1086-556X) is published monthly by Miller Freeman, Inc., 600 Harrison Street, San
Francisco, CA 94107, 415-905-2200. Periodicals postage paid at San Francisco, CA and additional mailing

Article Submissions: Send manuscript and disk (with article, listings, and letter to the editor) to Web
Techniques Submissions, 411 Borel Ave., San Mateo, CA 94402-3522.

WebTechniques on the Internet: Visit our Web site at or send email to

Subscriptions: US—Free to qualified recipients; all others $34.95 for 1 year. Canada and Mexico: $44.95 per
year. Other countries: $54.95 per year. Canada Post International Publications Mail Product (Canadian
Distribution) Sales Agreement No. 0956147. International orders must be prepaid in U.S. funds.

Back issues: May be purchased for $9.00 per copy (includes shipping and handling). For issue availability call
800-444-4881 (U.S. and Canada). All other countries, call 785-841-1631. Back-issue orders must be
prepaid —please send payment to Web Techniques, 1601 W. 23rd St., Suite 200, Lawrence, KS

For subscription questions, change of address, and orders, call toll free 800-677-2452 (U.S.). For all other
countries call 847-647-5928 or fax 847-647-5972. Or write to: Web Techniques, P.O. Box 1246, Skokie, IL
60076-8246. Please indicate Web Techniques on all correspondence.

Postmaster: Send address changes to Web Techniques, P.O. Box 1246, Skokie, IL 60076-8246. ISSN
1086-556X. GST (Canada) #124513185.

International newsstand distributor: Worldwide Media Service Inc., 30 Montgomery St., Jersey City, NJ
07302, 212-332-7100.

Entire contents copyright © 1998 by Miller Freeman, Inc., unless otherwise noted on specific articles. All rights

Printed in the USA

Web Techniques Homepage. Click here to send feedback!


For the Love of the Game

Editors and quarterbacks have much in common. Michael Floyd has never ceased to amaze me with his uncanny ability to scramble when the lineup breaks down, lateral to me for a feature, or put his head down and run to avoid a sack. Rarely have we been shut out in putting out a high-quality magazine with a small staff. In contrast, my cousin's kid, Cade, with a huge front line and a strong program behind him, was perhaps two plays away from a national title, led the nation in passing efficiency, and broke every passing record at UCLA by the end of his junior year.

His grandmother told me two things about Cade. First, the key to his success is keeping his priorities straight: God, then family, then football. Second, when Grandma asked how he runs so well, he replied: "Grandma, when I run like that, it's because I'm scared! Those guys are really big, and really fast!"

Like that oncoming rush, this industry is really big, and really fast. Unlike football, the rules of the Web change by the second. The money guys call audibles from the stands. Crowds are fickle with chants of "more, faster, better, cheaper." Members of the front line, distracted by pregame hype, contemplate their own deals as free agents.

So while I line up to take this first snap, there's a lot on my mind. Will advertisers invest in a magazine they may not understand, even if it speaks to the true innovators in corporations, startups, and consulting companies that define this industry? Can we compete with newsgroups in real time, megasites with large budgets, and software firms that teach Web techniques from their own home pages? How do we maintain our editorial integrity without a paid subscriber base? Is there an inherent conflict in showing readers free solutions in this commercially subsidized environment?

Here are my thoughts.

First, Web Techniques keeps the playing field honest. Our magazine is about trends and solutions. Readers understand this. I believe advertisers do, too. My guess is that CTOs inside software companies read Web Techniques.

Next, I'd like our publisher to scout out the competition. Not their number of paid ads, but the size of their teams, the money behind them, and their potential to redefine the playing field and rules.

Because the rules change, spreadsheets and scorecards lose meaning-replaced by vague notions of services and branding. Esther Dyson speaks of this in her book Release 2.0: A Design for Living in a Digital Age. In one model, she says, revenues will be realized from streams and flows of services based on content, rather than for static copies of it. In the second, content is used to attract attention, or to create intellectual capital in other people's heads in the form of brand recognition. For us, it means that more Web Techniques content will be placed online.

She also reminds us: "Although every business nowadays points out that people are its greatest asset, few seem to realize how true this is."

Quarterbacks like Cade know this well, and are quick to give credit to the team. To strengthen our team at Web Techniques and Web Review, we must realize the collaborative potential of our two staffs. Look for closer alignment in the future as Dale Dougherty takes the position of editorial director. His experience with GNN, Songline Studios, and O'Reilly and Associates complements Miller Freeman's understanding of niche commercial markets.

While our priorities remain solid, we'll add more product coverage and in-depth looks at Web integration. This month's feature, "Raising the Roof on Web Design," will expand into a new department, "Business Developer." Our authors will visit the trenches and examine hardware, software, systems, and people that make the Web work. We also want to hear from you, our readers, who are on the front lines. You will provide our best perspective.

As you can see there's a lot on my mind. If you, too, have something to say, write me at

Copyright © Web Techniques. All rights reserved.