Another approach to buying new media

At last an article about new media that neither hypes nor debunks – a little practical realism has been sorely needed in the industry for some time (DW 25 July).

But, despite a generally well-informed article, you missed the obvious solution many marketers are now turning to – “solution-neutral” information, analysis and advice, as offered by the likes of Upstart in the UK, or US firms such as Forrester or Jupiter. Clients requiring a “proper business case” for their website or other new media venture can come to market analysts like us, secure in the knowledge that we will not be selling them a dud.

Jon Beverley

Senior analyst

The Upstart Consultancy

Leeds LS11 5DD