The use of the internet is increasing at an astonishing rate. An article
from The E-Business and Internet Technology Network’s website reports
on a recent survey by the market research firm INTECO Corp. "108 million
adults, or about 55 percent of the US adult population accessed the Web
during the last three months of 1998. INTECO estimates that 40 percent
of US adults accessed the Web in the first quarter of 1998" and during
the same period "35 million US adults 18 and over placed orders or made
reservations online."
The internet is a worldwide network of computers - linked primarily
by phone lines - and the hardware and software that allows them to communicate
with each other. The email and World Wide Web functions are its most widely
used features. Email provides almost instantaneous, cheap and easy communications
between internet connected computers anywhere in the world (newsgroups,
list servers and chat boards are email-like variants that allow people
to get together electronically to "discuss" particular subject areas).
The Web allows a website made up of text, data, graphic images, animations
and sounds stored on a computer called a web server to be accessed by other
properly configured computers connected to the internet.
Electronic commerce - business conducted over the Web - is growing at
a more rapid rate than the internet itself. Today almost anything can be
bought on the Web. The list includes automobiles, music, books, research
services, fresh and frozen foods of all types, computer hardware and software,
clothing, jewelry, flowers, hotel accommodations, airline tickets, and
on and on.
The internet has also become an invaluable business tool. It allows
the secure sharing of data and communications between computers separated
by tens of thousands of miles as effectively as if they were on adjoining
desks in the same office. And the ease with which literature research can
now be accomplished - particularly by those of us who spend a lot of time
wading through various kinds of books, articles and reports - is truly
amazing. As an example, it took me less than five minutes working with
one of the Web’s specialized search engines to locate the article on internet
use that I took the quote I opened this column from. It’s hard to imagine
a subject so obscure or an item or an activity so rare that a few minutes
of searching won’t turn up reference or two, at the very least, on a page
somewhere on the Web.
In my view, most importantly for anyone involved in the domestic fish
and seafood industry, the Web is becoming an increasingly important mechanism
for influencing public policy. With an almost total lack of controls and
with no system of content review, it’s not at all difficult to post inaccurate,
misleading, distorted or just plain wrong information on the Web in a way
that makes it appear authoritative. From there, it’s a short step to get
whoever reads the misinformation mistakenly riled up with what was posted
and have them bombard elected officials or bureaucrats with torrents of
email, faxes and phone messages demanding that immediate action be taken.
Chat boards and newsgroups that are used by particular groups seem to be
most prone to this kind of activity. I’ve seen it happen several times
when segments of the commercial fishing industry were the targets and I’m
afraid that it’s bound to continue.
While I’m not aware of any formal research that’s been done on the subject,
it seems to me that the fish and seafood industry is lagging behind the
general population in the degree to which it utilizes the internet. One
of my goals, and the primary reason for this column, is to try to change
this. Obviously, tactics that have been used against the fish and seafood
industry can also be used for it. There are tens of millions of people
in the US who log onto the internet every day. When it comes to commercial
fishing most of them have no ax to grind, and when it comes to seafood
most of them are enthusiastic consumers. Individually we can reach some
of them - the New Jersey Fishing website is getting about 300 visitors
a day - and let them know what’s really going on. With a little coordination
and cooperation we can reach a lot more. If you haven’t yet ventured into
cyberspace, give it a try. When you’re familiar with the internet, or if
you are already, look around for some of the news groups or chat boards
that discuss food or restaurants or consumerism. Join in, get accepted
by the "regulars," then occasionally shift the focus to what’s really happening
in the seafood industry. You might be pleasantly surprised by the results.
Nils E. Stolpe
Communications Director
Garden State Seafood Association |