grist for the mill

A not-so-secret research cache

Friday, November 26, 2004

WEBMASTRY: "What happened? How have we gotten to this point? Why do more and more people believe that universal truth is just a click away via a single source? Most importantly, what does this mean for the information professional? There is enough here for more than my column, probably enough for a couple of dissertations.

Let's start with Google. This column is not an attack or an attempt to blame Google or any other person or group. Far from it! Google should be commended for what it has done, not only with technology, but even more interestingly with how it has positioned and marketed its service. What can we, as a profession, learn from Google?

With almost zero traditional advertising, Google has exploited the power of word-of-mouth marketing to become synonymous with Web search and, for some people, research itself. "

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