View this photo Ironically, as easy-to-use video and distribution technology makes it possible for virtually anyone to be a media maker these days the stakes continue to get higher and higher for those who are trying to get people to pay attention to their story. The simplest mistake can mean that is all comes unstuck. Take for instance IBM. Last month, they ran an animated online advertisement on Fairfax sites like www.theage.com.au promoting the IBM Global CEO Study: The Enterprise of the Future, with the invitation to ‘download now’. It’s not often you’ll see research reports distributed this way. Great idea, but let down (perhaps only temporarily) by a tiny coding error expressed thus – IBM notice: the Page you requested cannot be displayed. The cost of the ad would have been considerable. Getting the link right? Priceless.