Needless to say, many of the things that we thought we knew about the world in general and Internet advertising in particular, have changed with the events at the former World Trade Center.

Today

In the short term, there will be a global shakeout of companies.  Many companies so familiar to us today, will no longer be in business tomorrow. Companies that have a solid foundation for future growth and a reserve treasure chest to weather the storm, will grow and prosper like never before. HAIROL is one such company.

Perhaps ironically, the very purpose that the Internet was originally designed for, an attack on the United States, has actually come to pass.

During the early stages of the tragedy when most television networks dropped their advertising portfolio, the Internet continued to deliver ads. When phone lines were clogged and became dysfunctional, the Internet continued to deliver email and other forms of interactive communications, albeit with some local grid locking that was sorted out very quickly.

Print ads that were suddenly inappropriate in content, were quickly changed on the Internet to reflect the new mood.

In short, the Internet proved itself in the most difficult of times when other media advertising mediums were like deer caught in the headlights.

Tomorrow

When the dust settles, most companies will reevaluate their ad dollar as commerce tightens its belt. The likely result will be a discontinuation of 'shotgun' advertising and a focusing of ad dollars into niche markets, allowing advertisers to target their perceived client base with a much more effective return on their ad dollar. 

In concept this is of course nothing new, in the new reality though, it will be more pronounced than ever before and this is precisely the ad market that HAIROL has been positioning itself for.

In other words, sites that were designed to appeal to a wide range of consumers, will suffer a tremendous ad revenue loss. Sites that were designed to capture a small but refined market segment, will see substantial ad revenue growth.

Lastly, traditional advertisers in the hair, fashion, beauty and style industry have to date not generally looked to the Internet as a advertising or marketing tool. In part because there were no real opportunities to target their customer base, or industry sites that did exist lacked the reach and technology to deliver an effective ad campaign befitting the advertiser. HAIROL is in a position to do precisely that.

Also, traditional hair and beauty companies are run by an aging CEO force that do not understand or embrace the Internet. These companies will either have to make changes at the top, or they will have to sell out to larger more Internet savvy companies. It is not a question of IF, but rather WHEN. 

Sincerely:

HAIROL