twopointouch

Future (disclosure - wife worked there with the editor, some friends work there - sorry, everyone, for what follows) has launched tech.co.uk. It’s a site, sorry, “new technology portal” that does “the latest news, reviews, features, blogs, buyer’s guides and forums”. How about that for differentiation? As more and more ad spend goes online, it seems that every publisher needs to push out more and more inventory in order to be able to tell potential advertisers that their sites do a bazillion impressions and are way ahead of the competition.

I wouldn’t like to pass judgement on the quality of the site. It’s been running two days and it wouldn’t be fair. However, I do think that the days of this kind of mega-tech-site are numbered. Without full feeds, I’d rather go to the blogs for impressions about the latest news, and I’d rather go to the better-established and better-connected engadget or gizmodo or Tech Digest blogs for stuff about gadgets. One of the first pieces asks if the iPhone is a white elephant. I don’t know about that, and the article sheds no light, but I do know a publishing white elephant when I see one.

This is a site whose target audience is lazy media buyers.

It’ll probably work, then.