Part 1: Back the Net, failed models and click potatoes

What's the background to "Back the Net?"*
We decided that a viral solution was necessary for a viral problem (the rapidly spreading lack of confidence), that's why we conceived of this idea.

What do you think about the criticism the campaign received?
It was perceived a desperate move by some, but overall more people liked the idea than didn't. The dislike centered on one issue, "support" of the dotcom lunacy that reigned supreme last year. BTN was not meant to support badly thought out revenue models, but rather to express appreciation for what the Internet has done for our lives.

How much of the problem lies also with Wall Street, and with failed business models, misguided VC and journalists who over-hyped Internet businesses?
All financial parties can be blamed for helping fuel the fire. Investment bankers raked in $2.1 billion in fees. VCs forced premature companies to IPO. Investors bought in on the dream, despite many warning signs.

What are your thoughts on how successful this campaign was and do you think you will do this campaign on a yearly basis to remind everyone to "Back the Net?"
I think the campaign was a huge success because it made a lot of people think. That's why I plan to do it again next year, when it will certainly receive far more industry support.

Is Iconocast suffering from reduced advertising revenues, and, if so, what are some ways you have been dealing with that?
Everyone has been affected by the dotcom drought. We have tightened our belt, reducing spending to meet the problem head-on.

You launched the HTML version and the new newsletter Prosumer on an opt-out basis. Why?
We felt that the benefits outweighed the risks. Both have been extremely well-received. ICONOCAST can now be a true showcase for advanced ad technologies, while Prosumer shows how e-merchandising will look like in the future.

And do you think that opt-out is taking over opt-in, given that ClickZ and others have taken this path?
We've become a land of "click-potatoes." Most people don't bother to do anything anymore. That's why we have to make them decide.

Do you think opt-in will ultimately become an "icon" of the past?
Not entirely, you will always have to opt-in new publications. But publishers who have established a rapport with subscribers, should be able to ask them to consider another publication on a more conclusive basis.

* Editor's note: Back the Net was a campaign to get Internet users to show support for the Internet by buying something online or purchasing stock in new economy companies. Reaction to the campaign was mixed. It got strong support in some quarters, and was heavily criticised in others. For more info, see here.

Continued...