The vast majority of Web designers today are marketing the Internet as a simple advertising medium, they (and their clients) have yet to rediscover what the established advertising media (T.V.,radio, newspapers) have known for a very long time - that potential customers will only be exposed to the advertising if they have a reason (such as sitcoms, music and news). Even roadside billboards grab you while you're on your way to somewhere else. " Build it and they will come! " does not apply to the Internet In contrast, website computer arts recognises that a website succeeds or fails on the basis of its content. Many designers rely primarily on graphics or cutting-edge technology to create 'websites that work' - the truth is, they don't. With few exceptions, people surfing the Internet are looking for easily accessible information, not just stand-alone advertising, pretty pictures or the latest technology.