The Wiki Man

9 August 2008

Rory Sutherland's fortnighly column on technology and the web

In the world of print, there was only one question to ask. ‘What do our readers think of our journalists?’ Online there’s a second question: ‘What do our journalists think of our readers?’ Think about this. Isn’t it a bit odd for someone to write a piece under the heading ‘Comment is Free’ and then not to bother to read the 200 comments?

So Toby Young can easily solve his problem. If he adds his own comments, or responds to those of others, he’ll find the whole mood of the conversation will change for the better. He can abuse people shamelessly if he likes — no one minds that at all. It’s being ignored that makes people mad.

Proof you can buy anything online. Blackwater, the controversial private US, er, security service, is headquartered in a 7,000-acre training compound in Moyock, North Carolina, the largest private military training facility in the world. Its website explains: ‘As one of the world’s most successful security services, Blackwater operates in nine countries delivering critical assistance to clients focused on post-conflict and post-disaster stabilization efforts.’

They also do a great range of colourful branded beach towels. If you don’t believe me, have a look at http://snipurl.com/blackwater — yours for $20. Rather annoyingly they don’t deliver overseas. With one of these folded on the sun-lounger, no one’s going to nick your camera, are they?

Rory Sutherland is vice-chairman of Ogilvy Group UK.