Massachusetts Interactive Agency Announces 75% Fewer Buzz Words Than Industry Standard

Sherbert Interactive Makes Significant Gains in Reducing Buzz-Word Penetration on its Company Web Site

Beverly, MA (PRWEB) May 20, 2005 -- Sherbert Interactive announced today a 47% reduction in buzz words used on its web site by removing the terms "forward-thinking" and "revolutionarily fresh" from their web site. The removal of these two terms puts Sherbert at an all-time low of 75% fewer buzz words than the industry standard.

The use of buzz words has risen nationwide since the beginning of Interactive Advertising in 1996 with the first advertising "banner". Since then, terms such as "ROI-Driven", "end users", "client-facing", "quantifiably demonstrate a return on investment", and "user-actuated navigation elements" have sky rocketed.

As a former journalist, Sherbert Interactive founder Sabin Densmore strikes out at buzz words whenever appropriate. "Buzz words and jargon widen the gap between the industry and its clients," Densmore said.

The use of buzz words and jargon has been used in the past to give the impression that the user of the buzz words is smarter or more knowledgeable than someone who doesn't use them, according to Densmore. This is a false impression.

"An agency's competency is not defined by their ability to use buzz words," he said. "Rather, competency is defined by the ability to understand a message well enough that it can be communicated without them."

The use of buzz words is not just limited to agencies, though, Densmore said. As clients and agencies steal employees from each other, buzz word use has become just as rampant on the client side, leading to the continued popularity of Buzz Word Bingo.

"[Buzz Word Bingo] has been played in agency conference rooms for decades," Densmore said. Played by people on one side of a conference call, the rules are similar to regular bingo. Cards are handed out to the participating players, and a mark is placed on a buzz word whenever the client on the other end of the phone uses it. The game has increased in popularity with the new buzz words created by the interactive advertising departments.

By striving to reduce the number of buzz words on Sherbert Interactive's web site, however, Densmore hopes to eliminate the sense of need that buzz words has created.

For More Information:
Contact Sherbert Interactive at 978 712 2201, via email at info@sherbertia.com or visit Sherbert online at http://www.sherbertia.com.

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