• by Tim McHale , March 27, 2002

Extra! Extra! Read all about it! Just last week Joe Klein, one of Washington’s most notorious journalists, published his second book about Bill Clinton, titled "The Natural: The Misunderstood Presidency of Bill Clinton" Do you remember his first book on Clinton? It was called "Primary Colors", published in 1996 under the mysterious byline of “Anonymous,” and later adapted for the film with John Travolta and Emma Thompson. Back then Klein chose to disguise his real identity. This time he elected to have the publisher print his actual name.

So what does that have to do with The Misunderstood Timing of the Internet? Well, perhaps both the Clinton presidency and the Internet have been similarly misunderstood in a parallel universe kind of way.

Just look at the facts. Our 42nd president and the World Wide Web (WWW) were launched in the early 90’s and were initially, extremely attractive to the American Psyche. Each also possessed and heavily merchandised a “fresh start” approach to their respective fields. Each drew a group of passionate “true believers” to them that turned the status quo on its ear. Both promoted and required a new way of thinking in order to solve problems and most importantly, in retrospect, both were equally guilty of over-promising and under-delivering.

America in 2002 is still overcoming the post-traumatic effects of the irrational exuberance these two forces unleashed. However, those of us in the online space can take note that if Klein is much more serious in thought and deed about the Clinton presidency this time around than in his first book, then perhaps there’s some hope to those of us working hard to overcome the still high, negative backlash that’s brought on our post-online-mania nightmare.

You may recall Clinton’s feel-great salvo that literally mesmerized anyone who came within shouting distance of the perpetual candidate - “building a bridge to the 21st century.” The first Baby-Boom president was supposed to have learned from our parent’s mistakes. Clinton typified the new “meritocracy” that was to transform America for those who were willing to work and “play by the rules.” They were going to change the world. They felt our pain, they understood the common man and they were both committed to a heroic, self-less ideal…or so it seemed. Before the uglier side came out, with Paula Jones, Kenneth Starr, Monica Lewinsky, Impeachment and all that, another type of bubble burst; only this one had to do with the innocence and trust we thought America’s families should expect from their leaders.

It’s also interesting to see how our once naïve view of the web has changed. Take a moment to think about the Internet’s promise in the early days, when it was all about utility, pushing self-selected content to the user and the simple-pleasure excitement of e-commerce. Who doesn’t remember the heartwarming stories of Gen X’ers creating brilliant online solutions, working feverishly on their computers, only stopping to eat and /or sleep? The Internet was clearly the 21st century’s prototype to the American Dream. All one had to do was own a computer and have a dream. Anyone could make it, as long as his or her idea provided real value to the consumer. It was an adolescent, yet ultimately refreshing and fun time. Especially before the investment bankers, carpetbaggers, vaporwarers, viruses and bubble bursts - before the long ride down.

For all the problems we faced back then, the 90’s seem like a much simpler and ideal time today, don’t they? Yet, the truth remains that both the Clinton presidency and the Internet did change things. We can debate whether these changes are for better or worse. However, in their own way, they are both interesting and unique enough to be called “Naturals.” Surely, Klein thought carefully about choosing these two words for his latest bestseller. He must have been reminded of Bernard Malamud’s novel “The Natural” (made into a film by Robert Redford) which also recalls a simpler life, when sheer talent and capability won the day.

In that sense, the Internet is the most Natural medium of all.

Why? What other medium is as sensitive to the human mind as the Internet? What other medium follows the commands of the user and produces such diversity of content? What other tool enables people to communicate, exchange data, collect information and do business, electronically, all from their couch?

It’s time that we remember how truly powerful this medium really is. Bad timing has done much to misinform the public about the potential of the Internet. But, for better or worse, necessity is the mother of invention.

In the last few months, the online industry’s efforts have been quite notable, first in the spirit of cooperation, as well as in the industry’s sober understanding that marketers will continue to stay away if thoughts are not replaced with deeds. Within the last year, many of us have been looking to tools that have worked very well in the offline media space, such as using Reach and Frequency.

Until other media become more interactive, what other medium can boast that the difference between traditional media and interactive media are that “traditional media works” while “Interactive media plays.” Most people reading this surely know the difference between work and play. It’s this quality that makes the Internet “The Natural.”