It's not very responsive to the consumer's need for information. Now this test was done in healthcare. Wasting resources in healthcare is understandably a very unpopular matter. This whole story is intended to help us marketers vent a little and partly to suggest that perhaps our profession should consider what we've finally realized for our web sites. Flash is out.
Content is critical.
Think about it. Obviously, the time wasn't ripe back then. It may have taken us a decade of actually reading material on the Internet to help us see the light. Oprah Winfrey and her book club fans at last beat out sleazeball Jerry Springer in the ratings this year. There is still The History Channel .