Welcome to March's Click-thru, your indispensable round-up of the latest online industry news, brought direct to your inbox from the Internet Advertising Bureau.

An added Click-thru feature makes its first appearance in this month's edition. With each newsletter we will bring you a comment piece discussing the main issue of the month. Following on from the March publication of music magazine, Q, which proclaimed that the internet has provoked the biggest revolution in music since punk, we discuss the growing influence of the medium on the recording industry, with particular reference to the growth of community sites.

Elsewhere in Click-thru we bring you stories about how the internet, contrary to reputation, is having a positive effect on the social skills of the kids of today; how a mother has launched an online, part-time job directory for fellow mums with young children and how an unlikely online store cornered the lucrative Valentines Day market.

Further details on these stories and many more are included below.

Kind regards



Guy Phillipson
IAB, CEO

Q Magazine claims that the internet has facilitated the biggest revolution in music since punk... In the first of a series of comment pieces written specifically for Click-thru, we analyse the dramatic impact of community sites on the music industry. Read more

The online audience

The only gay history portal on the internet A portal devoted to gay, lesbian, bi-sexual and transgender history is being piloted by the National Archives. Linking Britain's regional archives will make available information previously buried in court records and other assorted sources. The Times online February 21 Click-thru for more Mum's the word One of the biggest growing demographics online are young mothers, who are recognising the internet as a great means of escape from the demands of motherhood. Joslyn Bellamy, a mother herself has taken this one step further by launching a website, mumandworking, that helps mothers find part time work they can do at home in conjunction with looking after their own children. February Click-thru for more The internet's a teen's best friend Fear not parents. When your kids are locked in their rooms, eyes glazed staring at a computer screen, they are actually developing their ability to communicate. Community sites, chat rooms and forums are helping to build social skills and civic awareness amongst young people. New research has revealed that the internet is the place where young people now meet their peers and develop their personalities. The Times online, February 21 Click-thru for more Europe loves online With February traditionally the month of lurve, it seems appropriate that Jupiter announced that The European online dating market grew by 43% in 2005. It would appear that our American counterparts are all already partnered up as the US figures were down 1% on 2004. BBC, February 13 Click-thru for more Cameron's party employs far from conservative online tactics As the David Cameron Conservative revolution continues apace, leading party officials have been dispatched to Washington to learn from the US Republican Party how the internet can be used as a political weapon. Republicans used aggressive online campaign tactics to defeat John Kerry in the last presidential elections and the Conservatives hope it will prove equally successful in the fight against Labour. Times online, February 13 Click-thru for more

Entertainment

Music

itunes' billion-download-homepage iTunes clocked up its one-billionth download in February. Speed of Sound by Coldplay was the song that marked the landmark and it rewarded the downloader, 16-year-old Alex Ostrovsky, with a haul of goodies. Nielsen Soundscan has revealed the extent of the impact downloads have had on CD sales in the US. 618.9 million albums were sold last year down from 762.8 million in 2001. BBC, 25 February Click-thru for more Amazon set to enter download market Amazon is set to enter into the increasingly competitive digital music market as the ecommerce trailblazer launches a download service this summer. Amazon will also produce their own portable music players that will include preloaded music to tempt users to their product. Brand Republic, February 16 Click-thru for more

Movies

The Internet: Heroic saviour or dastardly nemesis of the movie industry. Read the full IAB study today

The internet's relationship with the movie industry has developed over a number of years. From a facilitator of debate by movie geeks, to a major marketing tool for new releases, to a distribution system for the films themselves, the internet's importance in the eyes of the movie-men and women has grown exponentially.

In an in depth IAB study we analyse the relationship between movies and the internet and discuss how the medium has progressed from being a movie marketing channel to a viable distribution tool. IAB, February Click-thru for the full report

Cinema? DVD? TV? Or online? How do you want to view new films The "day and date" release structure, whereby a film is released across multiple formats on the same day has being taken one step further with the release of Michael Winterbottom's new movie, The Road to Guantanamo. The film from the British director will be shown on Channel 4 this evening (March 9) and then released simultaneously at the cinema, on DVD and crucially online the following day. BBC, February 15 Click-thru for more For more on movies and the internet Click-thru for more

TV on the internet

BBC magazine titles to get the online treatment BBC magazine titles such as BBC Good Food and Top of the Pops are to get their own websites later this year, in an effort to extend their brands online. Emap's Empire magazine title celebrated ten years online at the start of 2006, successfully exemplifying how traditional and digital media can work together. Incidentally Smash Hits' website survived the cull of its iconic magazine namesake. Brand Republic, February 17 Click-thru for more Endemol becomes BT Brother Endemol, the producers of Big Brother have signed up to produce original content for BT's broadband powered TV service. BT has charged Endemol with creating "high-quality programming and compelling interactive content," ahead of this Autumn's launch. Media Guardian, Feb 13 Click-thru for more Sugar show first on BBC's 'Apprentice' broadband TV trial The second series of the UK version of The Apprentice, featuring the 'sack-happy' Alan Sugar began in February and was notable for being the first broadband TV programme broadcasted on the new-look BBC 2 website as part of their 'TV plus' trials. NetImperative, February 9 Click-thru for more Broadband TV: The 21st Century's Gold Rush The producer of reality shows The Apprentice, Survivor and Rock Star, Mark Burnett, has identified the internet as the new prime time and described the medium as the new "broadcast network". Burnett is producing an online format for AOL called Gold Rush, that will offer $1.6m to AOL users who manage to unlock a series of clues. Media Guardian, January 31 Click-thru for more

Newspaper

Newspapers future on the line? The Guardian has published an article looking at the ways newspapers are looking to extend their brands and their content online. Journalists may have to write more to fulfil their print and digital responsibilities, but the opportunity to reach a wider audience makes the extra work worth it. Media Guardian, February 6 Click-thru for more Mail online to run ANM online news bulletins An ad-subsidised video news service has been launched by Associated New Media (ANM) that will run on the Mail online website. Press Association produced news bulletins featuring celebrity, music and film content will be updated each weekday lunchtime . NetImperative, February 16 Click-thru for more

Radio

BBC online radio gets terrific reception 17 million hours of radio, both live and on-demand has been listened to on the BBC's websites in the last month. Radio 1 attracted over 3 million users, but it was Radio 5 that recorded the biggest increase in online listener figures, reaching the 1 million mark. Brand Republic, February 27 Click-thru for more

Podcast

Gervias successful out of office The Ricky Gervais internet show has entered the Guiness Book of records as the most downloaded podcast of all time. During its first month an average of 261, 670 weekly downloads were recorded. Media Guardian February 6 Click-thru for more Faceless, the kiss podshow, is on everybody's lips Bam Bam's Kiss Fm podcast called Faceless has become one of the most frequently downloaded podcasts in the UK and is growing in popularity in the US. Faceless reveals intimate details of an anonymous, young, London women's diary, a section of the podcast is played on Bam Bam's breakfast show with the full episode available to download online. Brand Republic, February 21 Click-thru for more

Broadband

Fon, Fon, Fon for Google as they plan $22m wi-fi investment Google, internet telephony company Skype and venture capital firms have joined together to invest in a plan to share wi-fi access around the world. They are in the early stages of a venture that will see $22 million put into Fon, a Spanish wi-fi startup with 3000 subscribers, in order to build a network of broadband users who can share wireless connections when away from their homes. BBC, February 7 Click-thru for more

Online Creative

Viral

Wallace and Gromit viral campaign a dangling carrot for the DVD The launch of the DVD of Wallace and Gromit: The Curse of the Were-Rabbit is being backed with a viral advertising campaign that involves an online giant vegetable growing competition. You grow your own carrot by sending 'seeds' to friends. When you log in you can see how all the other carrots compare and where you are placed in the competition. Netimperative, February 24 Click-thru for more The "Miller Way" forward "Miller Time" has become "The Miller Way" for a new 25 territory viral campaign. Supporting further above-the-line marketing that promotes the concept that the beer can be enjoyed at anytime by any person (presumably above the legal drinking age?) the online campaign centres around a website showcasing specially commissioned interactive artwork, called the Miller Revue. Revolution, February 2 Click-thru for more

Microsites

Flora looks to "Spread the Love" with brand umbrella site A new website has been launched by Unilever bringing together its Flora and Flora Pro Activ brands. Floraheart.co.uk will unite the two brands to appeal to health conscious consumers, who want to learn how to maintain a strong heart. A tie in with Valentines Day helped promote the site with a campaign called "Spread the Love". Brand Republic, February 6 Click-thru for more

Online awards, events and polls

The winner of February's Creative Showcase is Profero's Child Protection on the Internet campaign for COI. The aim of the campaign, which uses rich media, skyscraper and viral media formats, was to shock children aged 11-14 into reassessing their behaviour online. In the ads a predatory figure masked by an emoticon illustrates how easy it is for people to disguise their intentions and identity in the virtual world.

AdMonsters Europe 2006 March 26, 2006 - Four Seasons Hotel Ritz in Lisbon. The AdMonsters Europe event is a strategic partnership between IAB Europe and the US based AdMonsters group and is the conference for advertising operations managers - the media owner teams who are responsible for advertising technology, traffic, strategy and orders. Click-thru for more Killer Search Marketing 2006 Monday 24 April 2006 - Tuesday 25 April 2006 Holiday Inn Bloomsbury, Central London There are now 29.3m people online, 62% of the total GB population - are they finding your brand? (NOP World) Back by popular demand, Marketing Week Conferences is proud to present their 2nd annual Search Marketing event. Click-thru for more Media 360 conference comes around again in May May 10-12, 2006 - St Andrews Bay Hotel Media Week presents their third annual MEDIA 360 conference between the 10-12 of May, 2006 at the St Andrews Bay Hotel. The event is promised to be refreshed and revitalised for 2006 and will offer a unique opportunity to interact, challenge and learn from your competitors and collaborators. Also the IAB's very own Richard Eyre will be speaking. Click-thru for more Who will triumph at this year's Imperatives Digital Awards? May 11, 2006 - The CC Club. May is shaping up for a busy month, as The Imperatives Digital Awards take place on the 11th. The closing date for entries is Friday March 24 and this years categories are: Special Lifetime achievement award, Hottest new start-up, Best Search Campaign, Best Search Application, Best Site, Best interactive agency, Best media owner, Best Interactive advertising campaign, Best use of mobile, Best use of email, Best use of viral, Best use of digital entertainment, Best use of ecommerce, best use of technology and wildcard. Click-thru for more

Ecommerce

Every little helps... us get in the Valentines Day good books What online store would you imagine would be the most popular in the lead up to Valentines Day? Surely a florist or online underwear site would be the most successful ahead of the day when money really can buy us love? Tesco actually proved the most popular destination for gifts according to Hitwise. Fortunately it wasn't because of men buying potatoes for their loved ones that the online Grocers triumphed, but more due to the £15.97 bouquets of roses, including delivery, that were on offer. Netimperative, February 14 Click-thru for more

Search

Let the search battle commence The search engine scrap is set to spiral later this year as Yahoo! and Microsoft's MSN portals plan to improve their listings in an effort to challenge Google's search dominance. Could we be about to revisit the infamous Netscape vs Microsoft skirmishes of the mid-90s? The Observer, February 19 Click-thru for more

Global snapshot

US college students display terrific community spirit The National Centre for Educational Statistics (NCES) has reported that online networking sites such as MySpace.com and Facecbook.com are the latest obsession for US college students. The number of undergraduate college students in America total 15million and represent a large and influential percentage of the online audience. eMarketer, February 8 Click-thru for more 23m online ads streamed to AOL visitors who touched down on Super Bowl site Last month's Super Bowl attracted the biggest audience in a decade. 91m viewers tuned in enabling leading TV networks such as ABC to command as much as $2.5 million for a 30-second ad. Online marketing triumphed too, with 23million Super Bowl ads streamed to visitors to a special AOL website in the day following the match. Reuters, February 7 Click-thru for more