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.

Another week, another blog network wraps itself up. This time it’s the business network, Know More Media, which was particularly hard hit by Google’s ranking penalties.

Like BlogNation, a UK-based outfit, they simply ran out of money. I can think of many others that suffered the same fate, but will spare you the litany.

Even the few networks that professionalized themselves by raising VC funding and bringing in experienced managers, are finding the going tough right now. Earlier predictions of another dotcom bust are not off the table yet.

I’ve written many pieces here over the past three years on the choices faced by network owners and the chances of success. Most warned of this present crisis. As a result, Syntagma was ahead of the pack in diversifying into specialist information products on subscription terms. We have not yet felt the full force of the U.S. recession-in-progress.

The coming steep downturn in the UK will have minimum effect on us, except if the pound sterling falls relative to the dollar, in which case we will see our income rise on a windfall.

In America, the startup industry is losing momentum fast, although there’s no shortage of brave souls willing to chance more than their arms.

So, what’s to be done if you have invested heavily in an internet business, whether content or blogging-based or not?

The answer is to spot the second bounce of the ball.

As the economies eventually begin to turn around and a slow recovery takes place, most people will be looking out for “little green shoots” to signify a return to economic growth. In the early 1990s those shoots were a long time coming, and when they did, they grew slowly like hardwood trees, not the swift pines we were hoping for. I suspect the little shoots will keep us waiting even longer this time.

Green shoots may be interesting, but watching for the second bounce of the ball is usually more profitable. If the first bounce online for many of us was mass publishing technologies, what could the second be?

Providing content on your own platform as both writer and publisher makes sense because it cuts costs. Hiring other writers to do it for you made sense three years ago, but with advertisers shunning small-to-medium operations it’s probably easier to flip burgers.

Now we need a second bounce to reflate the whole business of working successfully online.

Forget social media. Maggie Jackson’s book Distracted: The Erosion Of Attention And The Coming Dark Age highlights the price we pay — including actual brain damage — for standard multi-tasking and trying to keep abreast of the information space.

As in my own book on the subject, Mediate Yourself, this is now becoming a common theme whose time is about to come. Finding ways not just of sifting and processing information but relating it to people’s essential requirements is a major path forward. Limiting individuals’ needs to interact with screens is probably more relevant still.

Simplifying the lives of knowledge workers is the big leap forward that will take us to the next level.

So far technology and software have complicated human life immeasurably. The constant pressure to upgrade and learn new tricks is mind-mashingly painful for most people — hence the brain damage.

The truth is, there may be no single second bounce this time, but a series of mini-bounces, with no one golden goose presenting itself for carving.

At Syntagma, we have our eyes on a variety of possibilities. To use a rugby term, all it needs is for someone to pick up a ball and run with it. As I write, there are not many runners out there.

Oh well, I’ll just have to do it myself, I suppose.

Our end of year review+fix of the Syntgama network is now almost complete.

We’ve stabilized to 27 active sites, down from 55 at peak, with 9 archived. That includes three new sites : Sideways Health (now purring along quite healthily), a new role for Moneyizor, involving the topic of the moment : macroeconomics (should be relaunching very soon), and the first site of a local West Country of England sub-network, Devon and Cornwall (coming in a week or so).

Underneath all this runs our Specialist Information Online strand, which is not public but deals directly with corporate clients.

Economic conditions are, as the saying goes, falling off a cliff now. When the money men start fleeing their markets you know there’s a war on. And boy have we got a war!

Syntagma’s notorious prudence over money matters is paying off now with cash reserves to see us through the crunchy times ahead and zero borrowings or obligations of any sort.

Marshall Sponder, our man in NYC, has been writing about all the businesses shutting up shop in New York over at Art NYC. It’s quite a bloodbath by the sound of it.

Here in the UK the blows are only just beginning to land, but they’re coming thick and fast now. People with fixed-term mortgages are trapped like rats in a sack. Nowhere to go. Three million families are already moving into negative equity. Dangerous times.

Still, the show must go on, and Syntagma’s sails are furled ready for the perfect storm. (Note to self : I must stop mixing these metaphors!).

There’s always a silver lining, though. When asset prices fall some great business opportunities arise for those with the cash to buy them. No wonder economics is called the dismal science.

Syntagma never says “I told you so”. It’s an irritating phrase that adds nothing to a debate. It’s also a pyrrhic victory when the bad times roll.

We’re talking about the American economy, of course — now in recession, as we’ve been predicting for months — and the British and European financial positions, which are trailing some way behind the U.S., but about to implode too.

We’ve been on the case since last June when the ominous tag “credit crunch” started to be bandied about in response to falling American house prices.

As online publishers we are partially protected from the ravages faced by bricks and mortar operations. Even so, Google responded to the same data last year by dumping lots of small publishers using its AdWords/AdSense programs and its range of offshoot partnerships.

ZDNet Editor in Chief Larry Dignan believes that “the dip in Google’s paid clicks was intentional, part of a strategic plan designed to deliver better, more-precisely targeted ads” and tends “to reflect macroeconomic conditions” — an acknowledgment that suggests Google isn’t recession-proof.

The knock-on effects lowered the earning power of a whole raft of mid-sized publishers who operate below the glass ceiling of scalability needed to challenge the giant press barons of the print media.

Given the power of this pincer movement, how should internet marketers and publishers ride out the troubles ahead, which may even include another dotcom crash?

Here at Syntagma we are developing two new business models which don’t depend exclusively on Google rankings and big investment in assets. We have also moved to conserve cash, now the most sought after commodity in global financial markets. Forget equities, bonds and angel lending. Asset-backing is truly out of fashion. Only cash and gold will do during the next two to five years, or maybe even longer than that. Japan took more than a decade to haul itself out of its banking crisis and the profound deflation of the 1990s.

I really don’t see how mid-sized businesses, with heavy debt, and/or lots of equity in the hands of VCs, can get through this otherwise.

The Fed’s dramatic easing of monetary policy, which still has some way to go, is barely making an impact, although the usual lags apply. In the 1990s, Japan found that zero, even negative, interest rates could not persuade its reluctant public to splash out in the shops. Longer term rates in the U.S. are already close to zero.

Ben Bernanke is apparently studying the Japanese experience of zero rates right now. Surely a sign of what’s to come.

The game now appears to be out of the hands of the authorities whatever they decide to do. Bernanke deserves credit for at least trying. His next move will surely be to throw the kitchen sink at the problem and let the Devil take the hindmost. This is no time for musings on “moral hazard”, the hazard is not inflation but deflation and slump. Massive U.S. Government loans to individual defaulters can’t be ruled out and may be just around the corner.

Compare that to the lethargic approach of the Bank of England and the European Central Bank. Still holding rates at 5.25 percent and 4 percent respectively, although the BoE has little room to manoeuvre thanks to Gordon Brown’s obsession with public-sector spending.

The first casualties could be some major institutions in America and monetary union in Europe, where the euro currency is looking very vulnerable. At least Brown got that right.

Syntagma predicts we are going to be amazed by developments in the not too distant future. The world may look a very different place when we come out of this, and it won’t necessarily be all bad news. Bubbles have to burst. Nature demands it. And the end of the eurozone would be a big plus for European freedom.

Nearly a year ago I wrote a post called These are the good times. They were and still are, uncomfortable though the ride may be.

In recent months seventeen teenagers have hanged themselves in the area around the small borough of Bridgend in South Wales, UK. Why they did it remains unanswered and is baffling the nation.

In America the phenomenon of high school kids shooting up their campuses, then turning the guns on themselves, probably comes from the same root cause.

The police say they were not all members of any web-based suicide cult, although a few of them may have used the chatrooms. They didn’t all know each other either, and didn’t constitute a group or gang. So what is happening here?

Bridgend is a rather nice area, surrounded by glorious countryside, including the Vale of Ogmore and Merthyr Mawr, a wild place of sand dunes and beaches. It’s also near to the upmarket Vale of Glamorgan, a wealthy patch of rolling, green hills and country pubs. There are many worse places to live.

They did all have one thing in common though. Like all modern teenagers they were immersed in social networking sites — Facebook, MySpace and Bebo. Their inner space was formed by the anarchistic conversations of mainly unknown “friends” made on these addictive sites. No settled discourse this, but a 24/7 babble of wildly differing opinions, rants and life objectives, generously sprinkled with bizarre fantasies incapable of fulfilment in the real world.

And there’s the crunch — “the real world”. It really is a second life on these sites, bearing little resemblance to the day to day concerns of older people. That, of course, is their attraction.

The sites’ main competitor is “the real world”, that space of dismal state schooling; urgent demands on climate change of which we are ingenuously presented as the main cause; the breakdown of our ethical system and its replacement with social Marxism (political correctness and obsessive equality) and the bureaucratic autism of the governing class.

The world they look out on is one of cynical politicians on the make, advertisements that make them crave objects they know they don’t really need, and an adult generation that has allowed chaos to reign. The idealism of youth is quickly spent.

Add to all that, mass immigration and the introduction of cruel medieval practices, gang culture, knife crime and drug-based gun law, and the Britain they live in no longer has the moral or physical authority to demand their loyalty.

Teenagers today like nothing better than to “get wrecked” — hopelessly drunk — most nights of the week. Without boundaries to make sense of their lives, or any compelling lodestar to guide them, modern youth sinks into the apparent benign world of social networking.

The outer world gives them nothing but information-overload characterized by countless pressure groups competing for their attention with contradictory messages and injunctions. Good parents get drowned out, as do decent teachers. Even the government is now just one voice among many, chopping and changing its empty slogans on a daily basis. Thought anarchy rules the lives of young people, an unpleasant environment for mental development to take place.

So, social networking they go. The problem is, it has a very thin actuality. Quickly they discover it hasn’t the substance to satisfy their need for experience and the challenges that promote growth of character and individuality. They are trapped in a no-man’s land between a wafer-thin second life and an unbearable jungle of squabbling claim and counter-claim in the world itself. No wonder many are taking their own lives.

Social networks can be dangerous places to be if you are immature and seeking experiences that should come from life itself.

You know you’ve made it when the competition walks in terror of your objectives.

Attila the Hun as depicted by the BBC

If you generate real fear in your space, you’ve achieved the status of Attila the Hun, who terrorized the Roman Empire 2000 years ago.

Who is the 21st century’s online version of the bloodthirsty Hun? Google, of course : the “Do no evil” search giant which can be surprisingly heavy-handed in defence of its own interests.

Microsoft has clearly given up on its solitary attempts to challenge the unchallengable, and has been seeking to swallow other stragglers to redress the position.

It should heed the old warning, though : “You are what you eat”.

Yahoo is refusing the toothsome embrace of the software king and is now in talks with Rupert Murdoch’s News Corp.

Now correct me if I’m wrong, but escaping the clutches of one Great White Shark only to fall longingly into the jaws of another, doesn’t seem like a very good strategy to me. But what do I know?

The two sides are apparently in discussions about merging MySpace and News Corporation’s other online properties with Yahoo. News Corp would get a stake of more than 20pc in the internet company.

The deal would help the Murdoch corporation fight back against the growing dominance of Google’s internet search business. There’s that name again.

Last year, Rupert Murdoch said: “We’ve got to find new ways and new business models to get revenues. Or else the world is going to be owned by Google.”

He has made no secret of the fact that he views attacking Google’s dominance as the key to internet progress for his businesses.

The deal would also leave Microsoft without a growth strategy. The Redmond softies have been desperately trying to make their mark in the online world after seeing their software and operating systems business deliver little value to shareholders in recent years.

A News Corp-owned Yahoo would give Murdoch an established news platform online and, under the terms being discussed, would leave Yahoo essentially independent to take the fight to both Google and Microsoft.

Somehow, I see Google surviving that, but Microsoft may have nowhere to hide — online at least.

The Wall Street Journal — now Murdoch owned — is calling the value of MySpace at between $6bn and $10bn. A spokeswoman for Yahoo said last night, “Our board is continuing to carefully and thoroughly evaluate its strategic options and is committed to pursuing initiatives that maximize value for all stockholders.”

One can’t help thinking that somewhere in the background, watching like a hawk, is the wily Attila. This time though he’s running out of options. Anti-Trust laws are likely to limit Google’s room for manoeuvre.

Attila was finally caught up with and defeated by a superior Roman General leading a coalition of tribes pushed aside by the Hun. They included Saxons, Franks and Celts.

Are sufficient forces now gathering that will see off the internet’s own version of Attila?

Maybe not this time. But fall he will. History is implacable on that.