THE NUMBERS - UNPRECEDENTED

GOOGLE recently announced they are indexing for potential search results approximately 9 billion sites. This is rapidly changing the way marketing is being done in the United States and abroad. In the United States there are now 200 million people hooked to the Internet and they go to the Internet on average four times a day comprising 800 million unique visits to the Internet each day. This year Pay Per Click Advertising in the United States, which was at zero just five years ago is expected to exceed $5 billion in 2006 - and Pay Per Click is a small part of the advertising dollars headed into the Internet. That giant sucking sound you're hearing is traditional media dollars going over to the Internet and while it's changing the way many people do business - finally - it cannot be casually dismissed as just another change.

It is a huge opportunity. FOX bought out MYSPACE.COM because the biggest media players in the world are waking up to one sobering fact: you can be FOX.COM with NFL football, the SUPER BOWL, the WORLD Series, the SIMPSONS, etc., but that doesn't make you a player in the Internet Media world. In other words, what existed in the DOT COM BUST still exists - traditional media doesn't guarantee Internet success. But, at the same time, the buyout is a harbinger of things to come.

Why?

Right now the light is on GOOGLE and appropriately so with a market capitalization of $100 billion. The connectivity that makes Internet marketing work separate and apart from traditional media begins with Search Engines. Search Engines have created a starting point for many people on the Internet. And remember, eyeballs equals money whether it's traditional media or Internet media.

But what has escaped most people is that less than 25% of all Unique Visits to the Internet each day in the U.S. actually go to/through a Search Engine. That means the market potential for Unique Visits is three times larger in the "non-search engine" world.

Non-Linear Internet Marketing (NLIM) works independently of Search Engines. Search Engine Optimization, one of the latest buzz words, is all about creating a website that makes it easy to show up on Search Engines. However, if your site fails to show up on the front page of a search, where 93% of all searches end, you're practically non-existent as far as the S.E. part of the Internet is concerned. What makes this Linear Internet Marketing (LIM) approach even more precarious is that the entire process is governed by complex mathematical formulas called algorithms and these formulas are always changing.

Every 4 hours to 3 days, go-bots or crawl-bots or spiders, are sent out from big buildings housing thousands of servers in California to each of the 9 billion indexed sites (over 12 billion on Yahoo) looking for information. They return with the information, feed it into the computers which employ the man-made algorithms which determine the rankings of any grouping of words entered into any search.

It's amazing technology, but it's biggest strength is also its biggest weakness. It's too big for it's own good at a certain point. They know this and have launched local GOOGLE and YAHOO has countered with local YAHOO. They are making the same mistake the traditional media made thinking they could win the Internet Media war by dominating traditional media. That is, the Search Engines think they can win the Non-Linear Internet Marketing war by compartmentalizing the Linear approach.

The Internet is non-linear and increasing in size by 25% per year. Search Engines give us a starting point because they employ a linear approach to the Internet. But the Non-Linear Internet world is literally three times larger than the linear Internet world represented by the more than 100,000 Search Engines which is why a two year old company named MYSPACE.COM is suddenly worth $1.3 billion to one of the most powerful media companies in the world - FOX.