Web is just another media opportunity

I am either amused or mildly irritated by the constant sermonising from one or another of the new “new media” outfits.

Sooner or later the mystique which is currently built up around e-business will have disappeared and new media will at last be appreciated for what it is – simply a new medium with as yet untold and unimagined possibilities.

“Digital media specialists” have to remember the purpose of our industry, which is to create clear and effective communications. A website, just like a pack, poster, brochure or whatever, is just another media opportunity and designers would be extremely foolish to ignore its potential.

Of course, if they did, it would give credibility to the protectionist Êposturing of outfits such as Dancing Bee Design (Diary, DW 16 June).

Ray Corbishley

Creative consultant

erc@dircon.co.uk