Not too long ago, playing sport regularly, hiking in the countryside or shooting, fishing and hunting were viewed as signs that you had a healthy interest in the environment – meaning the great outdoors. Then all that became intensely unfashionable as people began to hug trees, talk to plants and protest about saving the planet. Politics became peppered with green MPs.

Now, a healthy interest in the environment means staunchly supporting the green causes – we must all now save energy in our homes, drive smaller, lower emission cars and recycle. Some of the most fabulous looking cars at the Geneva Motorshow earlier in the year were hybrids – electric cars with a back up of a petrol engine. All look like futuristic sports cars, straight out of a James Bond film set.

Getting new car insurance quotes again recently, I was surprised that green car insurance is also becoming de rigueur. Eco friendly car insurance companies are sprouting up all over the place. All provide car insurance quotes for ordinary cars; you don’t have to have an eco-stunning new hybrid to benefit. The green car insurance cover you get is usually from a company that is itself carbon neutral in all its operations. But what seems particularly impressive is that, when you purchase this eco car insurance cover you get the option to offset your carbon emissions that are produced by driving, plus there are some who donate to an eco charity of your choice too!

It may not be the cheapest car insurance available, but it certainly does have a unique advantage.

We’ve been beavering away at this for quite a while. Our new company, Local Ventures Online, will launch Devon & Cornwall Online around June 15.

Designed by Swedish web maestro Thord Hedengren, the site is a hybrid between a local newspaper and a classy weblog.

It’s also an advertising vehicle across a number of local and national fields, concentrating on familar categories, like Holidays, Property, Finance, Professionals … and many more.

There are some great deals for advertisers in the first three months, while we tweak and add complexity, so get in quick before all the prime positions are taken. We’ve already got banners for Sainsbury’s, Scottish Widows, World Vision and, yes, Syntagma Media, among others.

Don’t lose out on our bonanza introductory offers. In the first instance, contact: john@syntagmamedia.com for an electronic ratecard.

It’s not often I introduce a new word into the world of communications. Well, I’m going to now.

Have you noticed that many local newspapers are called the “Echo” in some form? There’s Exeter’s Express and Echo, and The South Wales Echo, and many more across Britain. I can’t ever recall a national called by a variation of it, though.

So “Echo” is probably the best single-word describer of a local newspaper. It’s a pity that most locals seem to be a dying breed, or soon will be. The costs of printing and distribution are overwhelming even the “river of gold” of small ads and classified advertising.

Where Craigslist led the way in America, so many British locals are being gradually replaced by online alternatives.

Now imagine a hybrid between a quality blog and an Echo — online, of course. What would you call it? An Eclog, naturally.

That’s not to be confused with an eclogue, which is a poetic pastoral dialogue. The Greek origin of the word means “selection” or “pick out”, which is rather apt, I think.

Here at Syntagma Towers we have spent the last three months creating a new business. It will shortly produce the world’s first Eclog: Devon & Cornwall Online. You will find it on a screen near you in June.

May I suggest you rummage through your loft and find all those forgotten objets d’art you might want to flog to the good people of the West Country of England.

Alternatively, if you are a solicitor, accountant or estate agent, you may like to advertise your services locally. If a tourist, letting agency or general holiday company, it will not harm your interests to book a presence on the English Riviera, bearing in mind that the site will be visible across the country and may well become the first port of call for people wanting to vacation in the area.

Other Eclogs in the pipeline include, Somerset (with Bristol) and Dorset (with Bournemouth). In fact, there’s no limit to the possibilities.

So here’s to the Eclog, a brand new feature in the news and views industry of British publishing.

John Evans

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Saturday Ramble: Localism and local newspapers

Last year around this time I noticed a blip on Syntagma’s visitor statistics. We lost some 10 percent of our readership over a handful of days.

What had happened to them? Alien abduction? A revolt against my views or writing? Since we’re talking many hundreds of unique visitors, it was no small matter.

Happily, the stats soon recovered and continued their relentless upward drive. I should point out that after changing the main topic of the site last year from internet technology and personalities, to British politics and economics, its traffic has gone through the roof.

Last year’s blip was a mystery until I made the connection that the Davos effect might be responsible. The annual World Economic Forum in Davos, Switzerland is a gathering of the world’s movers and shakers across fields of money and power.

This week, my tentative surmise that Davos was stealing our readers was confirmed. From last Saturday to Monday our traffic halved. It’s been improving slowly through the week and is now almost back to trend.

It proves what an upmarket readership Syntagma commands. Maybe we should put up our advertising rates.

Get in now before we do.

John Evans

I’ve been playing with Google’s shiny new browser, named Chrome, for a week or more. Initial impressions are excellent, despite the obvious fact that we’ve only got a small part of its capability at this stage.

Chrome has the same elegant, simple design that Google is famous for, and it’s much faster than Microsoft’s Internet Explorer and even Firefox. Indeed, it renders Syntagma sites better than Firefox does — one of the reasons I stopped using it a year ago. By contrast, Chrome delivers a seamlessly fluid performance over a range of functions.

Syntagma in Google’s Chrome browser

Like most Google products its browser comes with a broader philosophy, or masterplan, than the functionality suggests. While any browser will render internet objects for viewing and manipulation, Chrome is much more ambitious.

Ultimately it’s intended to replace many features of the operating systems on computers with what has become known as “cloud” computing — using applications and services already web-side, not embedded on a local hard drive.

Google says, “We realized that the web had evolved from mainly simple text pages to rich, interactive applications and that we needed to completely rethink the browser. What we really needed was not just a browser, but also a modern platform for web pages and applications, and that’s what we set out to build.”

Significantly, Microsoft has huge vested interests in boxed software and desktop products in general, from which the bulk of its income derives. It’s finding it all but impossible to substitute browser versions of them and still make money. A clash with the new Google worldview — which aims to strip the Microsofties of their dominance — is about to break out in earnest.

Google believes Microsoft may fire its first broadband broadside by switching off adverts in IE8 sometime soon. Internet Explorer Version 8 is still in Alpha mode and is, reportedly, hopelessly mired in problems — shades of Windows Vista — but when it comes it could contain a bombshell for Google.

Since Google is still a monoculture based on search and its accompanying advertising, that would hit them where it hurts most. The share value of the company would drop overnight and the sense of invincibility that Google has enjoyed on Wall Street and everywhere else would be shattered, maybe for good.

Hence the company has got its retaliation in first by bringing out its own browser — which has been hinted at for years. It has also encouraged Mozilla, an open-source firm that produces Firefox (the geeks browser of choice), while promising a new cloud environment based on Chrome and its web-based apps: Google docs, spreadsheets and presentations, directly challenging Microsoft Office. And there are many other new experiences under development in Google’s locker.

A lot of us in web publishing still haven’t forgiven the Californian crew for their treatment of small-to-medium internet publishers last year, many of whom were driven out of business by crashes in PageRank. But Google’s sense of adventure and all-embracing strategic coherence means you can’t hate them for long.

Chrome should be on everyone’s computer, simply because much of what the Googlers are doing will only be viewable in their rapidly developing cloud browser.

Sooner than we think, businesses will be eliminating their expensive data centres and embracing cloud computing. Internet sage Bob Cringely of PBS believes that “relatively few organizations really ought to have their own data centers”.

Chrome is the future. It’s not fully with us yet, but will be in the next decade, which, astonishingly, is only a little more that a year away.