]
`
`Viewolata) 8’0) Lawyer!) /9XD.
`\[lEWDA'l'A
`? AND
`VlDEO'l'EX‘l',
`1 980-81 :2
`
`on viewdata, videotex, and teletext
`
`3
`A e
`Worldwide
`
`Report
`
`Transcript of viewdata ’80,
`first world conference v
`
`Knowledge Industry Publications, Inc.
`Whlte Plalns, New York
`
`PMC Exhibimm
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`

`Viewdata and Videotext, 1980—81: A Worldwide Report
`
`Transcript of Viewdata ’80, first world conference on Viewdata, Videotex and teletext, London,
`March 26-28, 1980
`
`ISBN 0-914236-77-6
`
`LC: 80-18234
`
`This title is being published simultaneously in the United Kingdom under the title: Videotex, Viewdata
`& Teletext
`
`Copyright © I980 by Online Conferences Ltd.
`
`Published by Knowledge Industry Publications, Inc. in conjunction with Online Conferences Ltd. No
`part of this book may be reproduced in any form whatsoever without the written permission of the
`publisher, Knowledge Industry Publications, Inc., 2 Corporate Park Drive, White Plains, New York
`10604.
`
`Printed in the United States of America
`
`
`
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`233
`
`Prestel: The Opportunity for Advertising
`
`Chris Powell
`
`Joint Managing Director
`
`Boase Massimi Pollitt Univas
`
`London
`
`How is advertising developing on Prestel? What
`are the main opportunities?
`
`Prestel is an interactive media — the user chooses
`
`what to look at and can order off the page.
`
`How do you get the viewer to choose to see your
`message? What is the role for Prestel in brand
`building?
`Is it the direct response dream? - What
`is the divide between editorial and advertising?
`
`How many sets? Who is the audience? What are the
`creative skills — writing or routing? What role
`will Agencies play? Likely cost per thousands?
`Will IPs and advertisers cooperate or compete?
`sponsorship the main Opportunity for major
`advertisers?
`
`Is
`
`
`
`Copyright © 1980 by Online Conferences Ltd.
`
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`
`
`Introduction
`
`My start point is the assertion that advertising will
`increasingly develop on the videotex systems as advertisers
`take advantage of a new medium in an environment where
`existing media are increasingly congested and take
`advantage of the presence of an interested rather than
`passive audience.
`To be effective,
`the advertising will
`have to take account of the great difference in the way
`the target audience are likely to use this media.
`
`I believe, represents an enormous challenge to the
`This,
`advertising industry and one where the answers are likely
`to evolve over time as experience teaches us lessons.
`
`I hope, will come out of
`Another fundamental point which,
`this paper is that the development of advertising on
`Viewdata should be given every encouragement, as the
`commercial
`impetus that the funds and inventiveness that
`the advertising industry can bring will greatly aid the
`growth of the system itself.
`The early development of
`advertising will also bring the benefit of helping those
`who have invested, for them, considerable sums in Viewdata
`and have inevitably yet to see much return.
`
`I think it will prove to be very important that IPs take
`early account of the likely growth of advertising on
`Viewdata. As the entry of commercial interests on to the
`system who are seeking benefit from their presence that
`is not related to the revenue derived from the dissemination
`
`in effect, provide strong
`of the information itself will,
`competition, damaging the interests of IPs unless they
`recognise this early, harness it and take advantage of it
`for their own profit.
`
`Viewdata Features
`
`There are currently about 200 information providers with
`about 150,000 pages of material on the system, both
`the number of information providers and pages are likely
`to grow enormously so that before long there will be literally
`millions of pages available to the public. Most of the
`information providers are selling their information,
`receiving their revenue by charging for each page used,
`although some are providing the information free as a
`service e.g.
`timetables to travellers, product data to
`people wanting to buy a product.
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`235
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`The information can be kept entirely up—to-date — a unique
`advantage which could provide a strong motivation for all
`sorts of advertisers to use Viewdata.
`
`Readers (viewers) will approach and use the system in a
`different way than the other media we are used to using in
`advertising. Generally speaking,
`they will be seeking
`information and expecting it to be up-to-date.
`They will
`be guided by the routing systems to the answers to their
`questions. There will be little, if any, scope for casual
`readership. One of the most basic tenets of advertising ‘
`has been that the reader or viewer is not seeking out
`your advertisement but is using the medium for some other
`purpose.
`It has been the object of advertising to attract
`attention to itself by its distinction and relevance to an
`audience who are just passing by. We have been used to
`captive audiences flipping pages or sitting through a
`commercial break or passing down the street past a poster
`site. There will be virtually no casual readership of
`Prestel.
`The user will come to the page with the infor-
`mation he wants and then leave the system, not because
`that is the nature and purpose of Viewdata and because there
`are direct costs to the user that mount the longer he uses
`the system.
`I believe this self-selective nature of the
`medium to be its most fundamental difference from other
`media.
`
`that there will be some happening
`I ought to add, however,
`on advertising material that wasnot directly intended by
`the reader when he started to use the system but this will
`not depend so much on the creative brilliance of the
`advertisement as on the cunning of the routing system that
`leads the reader there as the answer to his question. This
`goes some way to illustrate the likelihood that the real
`creativity in the use of Viewdata as an advertising medium
`will lie in those who create the routings rather than in
`those directly creating the advertisements.
`
`Other features we should bear in mind are:
`
`It will be interactive, users will be able to ‘buy' off
`the page and will be able to use it as a computer
`terminal. Prestel will be able to act as a giant calcu—
`lator.
`
`Compared to the costs involved in changing copy in press
`advertising, it will be very cheap for advertisers on
`Viewdata to keep their copy up-to-date and to make small
`changes at small expense.
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`As a medium, it will be expensive at first, its early
`growth will certainly be amongst the richer sectors of the
`public, probably with a bias to business and those private
`individuals with expense accounts. Because it is new and
`expensive,
`the ownership of the Prestel sets in the early
`days will seem to confer some prestige on its owner.
`
`Peoples! attitudes to this new medium are likely to be
`different to the sorts of attitudes they bring to national
`newspapers or television or local press.
`I think it will
`probably be seen as a medium that brings a fair degree of
`authority with it, because it is a service providing
`answers and information, and because it appears on a
`television. At the same time,
`I think it is likely to be
`seen as a fairly sober medium. While it will have some
`fun and games, its prime purpose will be informational and
`it will not be jazzy and full of sound and movement as for
`instance are television commercials.
`I think this might
`make the medium particularly attractive to some of the
`newer and smaller professional advertisers. With the
`early bias of readership being business and up market and
`production costs being relatively slight,
`some of the
`earlier advertisers might be drawn from amongst
`lawyers,
`stockbrokers, estate agents and such small businesses who
`provide professional advice.
`
`the real growth of Prestel almost certainly lies
`However,
`further down the social scale as it will provide
`information in an easily accessible form to those who
`currently have only limited reference sources available.
`It could be argued that eventually the system will be
`widely used by those with some dislike or fear of normal
`print media but who bring a different attitude to the
`friendly, entertaining television set in the corner of the
`sitting room.
`
`Finally, it is certain that Viewdata is going to present
`us all with a difficult creative challenge.
`The
`constraints are very tight. Although there is a facility
`of colour, and some rough pictorial representation is
`possible, it is primarily print on a pretty small page.
`The graphic challenge is enormous and has barely started
`to be tackled.
`Even greater,
`I think,
`is the challenge of
`routing, understanding the ways in which people will
`approach the data so that the routing to the information
`we show them is provided in the most relevant and easy
`form. Only experience of how people actually use the
`system will allow us to develop the most relevant routing
`pattern, and indeed only experience of the use that
`people make of the system will allow us all to develop
`what we put on Viewdata and in what form we put it on.
`is certain that such a wholly new system will evolve and
`will actually be very different in five years from our
`current primitive understanding of it.
`
`It
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`Advertising on Viewdata
`
`To talk about advertising on Viewdata we need first to
`have a view of its likely audience. We believe that
`eventually it will be a universal medium with a usage as
`wide as that defined by usage of telephone and television.
`Clearly though, it will start at the top of the market
`with the earliest growth being business usage.
`From what
`we have seen so far, it is quite likely that the earliest
`growth will be on a trade by trade basis. We will shortly
`have virtually saturation coverage in the travel industry,
`Other industries where currency is particularly important
`may follow with a speedy build-up e.g. estate agents,
`possibly lawyers and so on.
`
`The major institutions in the City either have or will
`probably shortly have Prestel available to them.
`
`the early users will be A's and B's,
`In the home market,
`probably with strong business bias and a high information
`requirement.
`
`There is already a fairly well develOped advertising use
`of Prestel, and that is advertising that overlaps with the
`mainstream informational purpose of the system. There is
`plenty of advertising on Prestel now which is information
`in its own right — advertising which is,
`in a sense,
`editorial.
`It is advertising which provides information
`which the reader is likely to find useful
`in itself.
`The
`clear division between advertising and editorial that
`exists most of the time in most other media really is not
`there in such an easy way on Prestel.
`A list of what is
`available, at what price,
`today in your local store is a
`form of advertising but it is so close to other forms of
`information of Prestel that we really are dealing with
`something of a grey area.
`
`There are a number of different sorts of advertising that
`can come under this first heading,
`the most obvious is
`classified advertising.
`
`On the face of it Viewdata systems are pretty uncompetitive
`for classified advertising as the amount of classified
`information you get per p. on Viewdata is vastly less than
`you would get in a newspaper. But
`I do not think that means
`it would not develop, it just means that it will develop
`on a slightly different basis and that basis will take
`advantage of the routing method by which the reader reads
`the advertisement of his choice. This will allow classi—
`
`fied advertising on a much more tightly targetted basis
`than we find in the press.
`For instance,
`the reader would
`only start to pay for the classified advertisements if there
`was an advertisement there that met his exact specifications.
`
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`It might be that you would only have to pay for an adver-
`tisement if, say, for a car, it was the year and the model
`that you were seeking and available in your area.
`The
`same would be true of job advertisements. Only if there
`was a vacancy for the skill you had,
`local to you, and at
`the sort of rate you would consider would you need to pay
`for using that page. Of course, for this sort of use to
`develop in the way I have described,
`there needs to be
`a large number of classified advertisements on the system
`so that the reader is not going to be disappointed, and,
`for that reason, it may be some way off.
`If, and when,
`it does develop, however, it could become a major
`attraction of Viewdata itself, as classified advertising
`is to local papers, and play an important part in the
`spread of the system.
`I suppose it is likely in the early
`days that this classified development will be biased
`towards business, with advertisements for services to
`businesses - office furniture and equipment,
`insurances
`and such like.
`
`The second use under this heading is even closer to
`editorial matter than classified advertising. With an up
`market early target audience for the system,
`I think we
`will see a considerable development of advertising for
`entertainment and leisure activities — where to go, what
`to do. Again the nature of Viewdata means that the way
`that this sort of advertising will be presented will
`probably be very different to that in the traditional
`media.
`The routing system will allow considerable detail.
`to be given on the chosen pursuit and it will be up—to—
`date.
`In helping you choose a particular play you may
`want to see tomorrow evening, you would possibly be able
`to see a number of reviews of plays, and check seat
`availability, and, possibly, eventually even be able to
`book tickets. This could become a practicable proposition
`for advertisers because of the relatively low production
`charges for late changes to copy;
`for the reader you would
`have the whole spectrum of activities that you could
`’
`indulge in but you would have vastly more depth of data
`than you could get
`from any other single medium in check—
`ing both that that is what you want to do and
`whether there is the availability at an acceptable price
`to allow you to do it.
`
`The major single use already developed is that of rental
`advertising.
`The Comet advertisements provide a splendid
`example of what will probably be a vast amount of retail
`price and availability information, kept up-to—date and
`of course eventually offering the ability to buy direct.
`Advertising like this is somewhere in a grey area between
`advertising as we normally understand it and brochures
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`239
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`The amount of detail possible on Prestel
`and price lists.
`really makes this advertising more akin to brochures but
`as the readership of Prestel develops, it will increasing-
`ly replace informational and price list retail press
`advertising and there are huge amounts spent on advertising
`that way these days in the press.
`To this extent,
`I think
`Prestel presents a very real threat to the advertising
`revenue of the press. Not only is this a huge area of
`advertising but it is the fastest growing in this country
`today. Of course, before any serious inroads will be
`made into press revenues,
`the placement of sets will have
`to be fairly widespread but the advantages that Prestel
`can offer over the national press for this sort of advert—
`ising are immense — comprehensive,up-to—date,
`low
`production charges and a facility to buy direct.
`
`Another whole area of retail advertising for which Prestel
`is ideal is direct response and again this is already
`developing on the system. Neither press nor television
`can compete here once we see substantial household
`coverage of Prestel sets.
`The whole process of choosing
`and buying a holiday, for instance, could be carried out
`from the Prestel set without recourse to travel agents,
`newspaper advertisements,
`the post, brochures or
`telephone calls.
`It could all be done from one medium
`in your home on one occasion. Prestel will be very
`attractive to direct response companies.
`
`I think a third area for retail advertising which will
`develop on Prestel is outside the mainstream of retail
`advertising and that is for end—of-line sales,
`the
`facility to keep what is on offer entirely up-to-date
`allows the direct advertising of a finite availability
`line. As this sort of thing is almost impossible through
`traditional advertising media,
`I think we may see a whole
`new sort of advertising and a whole new sort of business
`developing around this possibility.
`I suppose the thing
`most directly replaced that does exist would be the wine
`end-of—bin offer advertisement. One of the main eventual
`
`benefits will be that perhaps we will no longer see
`advertisements with that ghastly Cliche "while stocks last".
`
`A final editorial use of the media would be for Clubs and
`
`It is already being examined by the mail
`Associations.
`order companies to reach their agents, but it could also
`be a medium for the AA and other Clubs and indeed for
`
`clubs invented specially for their application on Prestel.
`
`Wm“.....
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`240
`
`These then are the forms of advertising I can imagine
`developing on Prestel, but lie between advertising and
`editorial.
`I would like to go on now to investigate
`advertising of a sort we are more used to i.e.
`that which
`sits alongside editorial but is pretty clearly differ-
`entiated from it. Here I am talking about advertising
`which appears amongst IPs supplied information and where
`the advertiser is seeking to gain access to the audience
`for advertisers.
`I suppose the most obvious form of
`advertising we are going to see here is a sort of football
`stadium advertising of a single line at the base of the
`IPs page.
`Presumably this sort of sloganising will develop
`in the early days on related interest pages, for instance,
`a car manufacturer might take the base line on one of the
`IPs motoring pages to deliver a short general message,
`presumably their cooperate slogan. There is plenty of
`scope for this sort of advertising right now.
`
`A second sort of advertising along these lines that I can
`imagine is cross referencing from interest related pages.
`Here, for instance, on a page giving information about
`baths,
`types and colours, a plumber might take a short one
`line advertisement at the base offering his fitting
`service.
`The Birmingham Post and Mail has already demon~
`strated this sort of advertising with the hotel advertising
`at the base of pages with information on exhibitions
`currently on at the National Exhibition Centre. Again I
`can see great scope here — it will probably develop through
`the development of brokerage,
`through companies springing
`up who make their money from putting potential advertisers
`and IPs together to exploit this sort of opportunity.
`I
`fear this sort of advertising is unlikely to win any
`creative prizes — it would be difficult to do much with the
`few words available.
`
`Then there will be that advertising that cannot be squeezed
`into a single line and here I think we will have something
`of a 'come on' advertisement slotted into related interest
`pages. This will be the sort of
`'find out more — go to
`Page 2617'. There has already been some development along
`these lines by corporate advertisers:
`I can imagine much
`more.
`For example, one could imagine Cadbury Schweppes
`taking one line on pages giving their company details
`offering more information and some other bonus like a
`Chairman's statement on the prospects for the next year
`by turning to their page.
`The prospect of being able
`to give company news and vieWS direct to the world, without
`the intervention of the press must be very attractive to
`companies and organisations often feeling unfairly treated.
`But I think there will be a general principle where advert—
`isers can offer further details, obviously with some bias
`to their own point of view, on pages giving information
`about subjects that touch on their business.
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`Another use will just be based on the close—targetting
`that will be possible, going onto IP pages where you are
`pretty certain of the nature of the readership.
`An
`instance possible now would be to offer services of
`interest to travel agents via the Sealink pages (e.g.
`development of industrial advertising — secretarial
`services, photocopiers, travel agencies), assuming they
`were willing to take such advertisements.
`A more cunning
`development of this possibility might be to adapt one's
`advertisement for a general interest product to make it
`relevant to a specific sub-group that one knew was likely
`to be reading that particular set of pages. One might
`for instance, go about reaching finance directors via
`corporate analysis pages on Prestel and offering a
`financial advantage to your product, that is, pulling out
`the relevance of your product to that function.
`
`the
`
`At the other end of the spectrum will be those attempting
`to reach the largest possible audience by seeking to buy
`into the high traffic pages, presumably news and weather
`and so on. This will be back to the football stadium type
`of sloganising at the bottom of the page.
`
`A third area concerns the quasi advertising use of Prestel.
`I think there will be all sorts of ways that Prestel will
`be used by advertisers that is notdirectly advertising but
`more promotional in its intentions.
`I suppose the extreme
`will be the offer of the Prestel facility when a particular
`establishment is used, i.e. if you shop at X's shop, one
`of the bonuses of shopping there is that there is a Prestel
`set that you could use while on the premises. This could
`go further and become a known part of the service,
`in
`particular, chains of hotels, garages etc.
`In some outlets
`the role of the Prestel set could be more direct in building
`a confidence on the part of the customer in the service a
`retailer is offering.
`I think there is likely to be an
`element of this in the use that travel agents are making
`of Prestel, where seeing the data on Prestel gives the
`customer confidence in it and also presents an aura of
`modernity and efficiency to the outlet.
`So there could be
`a whole development in the placement of Prestel sets that
`is notjust to do with the virtues of having a set, but
`because of the way it will reflect on the outlets that
`have very complex stock.
`It would be a great help to all
`shoppers if all builders merchants were required to have
`a Prestel set and told you exactly what they had, at what
`prices, and for what
`job.
`In outlets like that where, not
`only is the stock complex but one often feels unsure about
`how to go about asking if they have the right part, Prestel
`could play a very useful role.
`I could imagine Halfords
`branches, for example, with Prestel sets (on a closed user
`basis) with details of the full range of their products,
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`242
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`
`
`
`prices and stock and a tracing service to find the
`particular bit for your car, overcoming the vaguaries of
`model, year, part, part no. and so on.
`
`A further expansion of the goodwill generated by offering
`a Prestel facility in your outlet is to offer the Prestel
`facility with some special information, available only if
`using Prestel within that outlet. This would reflect
`even more directly on the benefit of the outlet itself.
`Here one could imagine a chain of garages offering, not
`only the general Prestel facility in the garages, but
`closed user information on forward traffic conditions,
`so it would thus become known that every time you stopped
`for Blogg's petrol, you would be able to get quick and
`up-to—date information on forward traffic conditions for
`wherever your journey was likely to take you.
`
`Moving away from the sets and back to the data contained
`on Prestel, we will undoubtedly see bribery used to gain
`readership of particular pages. This is, of course,
`already used in many other media, perhaps at its mildest
`in the Times at Christmas when you search through the
`personal column and complete a competition entry which
`gives you the chance of winning some prizes. Because of
`the lack of casual readership on Prestel, it is even more
`likely that we are going to see financial inducement to
`readers looking at specific pages -'if you look at my
`pages you will get a chance of winning a holiday for two
`in Bermuda' might really become quite common.
`
`A third area under this heading depends on pretty wide
`coverage of the residential market,
`(so this will take
`some time to come), but I can see Prestel playing a part
`in general advertiser competitions where the competition
`is set on Prestel and you have a chance of a prize if you
`answer the questions correctly. This you would do by
`feeding answers back into the set, but to answer the
`questions you would need to have bought the advertiser's
`product as the clues would be on the pack. Here the
`interactive nature of Prestel will give the advertiser
`the chance to get that immediacy of result that he so
`craves.
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`I would like to consider the area of advertising on
`Prestel that most excites me, and which could eventually
`become the largest single mode by which advertisers will
`enter the system.
`I suggest that the main thrust in the
`long term will be via the sponsorship of information.
`I
`imagine that this would start by advertising sponsors
`coming together with IPs so that the advertiser was gaining
`more than a base line mention on a particular page and the
`IP was gaining more than just the revenue that would come
`from such a small advertisement. Under this scheme the IPs
`
`information would appear to have been provided by the
`sponsor. We could have Schweppes providing the cricket
`results; Player‘s details of the motor racing facilities;
`Encyclopaedia Britannica with information for children
`and so on.
`
`This would be more valuable to the advertiser than mere
`
`lineage because of the general goodwill that involvement
`with that particular sport or data would generate.
`The
`advertiser would presumably bring to bear the same
`criteria in judging the worth of his involvement as he would
`to sponsorship in other fields.
`It would provide useful
`revenue to the IPs allowing them to develop their services,
`and allow them to make a respectable living in the diffi-
`cult early days.
`I would have thought the value to the
`advertiser of this sort of advertising on Prestel would be
`much greater on the whole for general advertisers than
`those other modes considered earlier.
`It is also a relevant
`
`adaptation of advertising to the nature of this particular
`medium rather than just a straight transferance from more
`traditional media of unsuitable advertising formats. This
`is already beginning in the Amex City Guides, and the B.A.
`airline timetables. There is a danger in all this to IPs
`arising out of either a resistance by IPs to this sort
`of advertising or because of the inadequacy of data in
`some areas or just because the advertisers want to control
`the data themselves. As a result the sponsors will come
`on to the system offering their own independent data in
`some areas that rivals the IP‘seXisting data and is able
`to undercut their prices considerably, as a sponsor is
`seeking to derive revenue not from the use of the page
`but the goodwill transferred on to their product and their
`sales. This would be very unfortunate as it would force
`IPs off the system and lower the tone of everything that
`appeared on Prestel if it became predominantly sponsored
`information — I doxufi:think this will happen - perhaps a
`partnership will develop between IPs and advertisers over the
`years to their mutual benefit. There may be some invention
`of data by advertisers but of the sort that IPs would not
`particularly wish to be involved in.
`One can imagine food
`companies offering recipe services - a considerably more
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`appropriate form of advertising in this medium than in
`some others; Kraft have recently been running a whole
`series of recipe ads on the radio and in the press which,
`because of their day-to-day changes of suggestions, would
`be ideally suited to Prestel.
`A whole range of food
`advertisers like this could use Prestel in different ways —
`British Meat running a series on the day's best buys and
`so on.
`So I see a partnership with advertisers sponsoring
`IP provided information and advertisers generating
`information of their own appearing under their names.
`
`A third and last area under sponsorship I have called
`'sneaky'. This would be the provision of information to
`solve problems where the solution is actually the
`advertiser's product.
`I do not think that it really is
`very sneaky although there is a degree of cunning on the
`part of the advertiser to develop a scheme. What I have
`in mind here is, for instance, a chain of motoring stores
`sponsoring a car fault tracing service where the motorist
`can call up a check list and then fill in replies to
`questions to find what the fault is on his car and be told
`how to go about fixing it, what replacement part is necessary
`and at what price it is available, at the nearest one of
`the chain stores.
`It isa sort of teaching machine use
`which could apply in a whole range of areas where the
`potential buyer needs help - car servicing, do—it—yourself,
`insurance problems, and so on.
`
`In summary I feel that advertising should be encouraged
`on Viewdata as it will bring a commercial vibrancy and
`innovation as well as money.
`I think it will also bring a
`responsiveness to consumer needs and a flow of information
`about
`the way the consumer uses the system and would like
`to use the system that will be helpful to everyone involved.
`I
`imagine that a whole series of brokerages will spring up;
`we already have the umbrella IPs involved in advertising
`and encouraging its growth but I think some other small
`companies will probably be set up with the sole purpose
`of the encouragement of advertising on the system and the
`provision of some technical services.
`
`I fear that advertising agencies may be slow to get
`involved.
`The history of new media in this country
`illustrates the caution the agencies bring to unproven
`(and often initially relatively expensive) media.
`The
`problem may be compounded with Viewdata as the advertising
`will involve very different skills from those available
`in agencies currently and yet the likely available
`revenue in the early days will be too small to justify
`the necessary investment.
`The Umbrella IPs will take the
`brunt of the technical and creative development,
`the
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`agencies providing the client introductions and inclusion
`in the media plan.
`It is difficult to see how such a
`slight involvement could justify 15% other than in the
`short term, so at some stage the Agency industry is going
`to have to decide whether to learn about Viewdata and
`
`develop creative skills in the area to justify their
`commission, or to hand over this whole area to the
`specialists.
`I hope agencies will take up the challenge,
`particularly as this new advertising opportunity is
`likely to be new money.
`(There is no doubt that
`commercial T.V.'s arrival enormously boosted advertising
`expenditure by providing a new possibility for building
`sales. Prestel is likely to do this more than ever).
`
`I think brokers will be inventing packages to sell to
`potential advertisers,
`that is they will generate data
`that they think would find an audience but will also be
`appropriate to particular advertisers. There are many
`areas where one could imagine that this might happen,
`from gathering price check lists in grocery stores in a
`particular area through to lists of doctors and dentists
`with capacity within their lists in an area,
`to one that
`I would personally like to profit from which would be the
`gathering together of a list of garages and the times
`they are open in times of petrol shortage.
`The provision
`of these skills will b