If James Bond were a news publishing web site, which one would he be? I would suggest Need To Know (

If James Bond were a news publishing web site, which one would he

be? I would suggest Need To Know (

It’s exceptionally well-briefed, it sets out to get the bad guys, it

loves gadgets and it delivers some very smart one-liners before it pulls

the trigger.

Need To Know, the ’weekly high-tech sarcastic update’, is the brainchild

of journalists Dave Green and Danny O’Brien.

They have remained at the cutting edge of new media news publishing for

years, having contributed to the UK launch of Wired, The Net (BBC2),

Cybercafe (ITV), Radio 1, The Daily Telegraph, The Guardian, Sky

programmes and Spitting Image.

The site was originally intended to have been an online version of

Wired, taking advantage of and appealing to those comfortable with an

electronic medium. This evolved into an online fusion of Private Eye and

That Was the Week That Was, as Dave and Dan articulated ’anti-news’.

This is the publicist’s blag of trying to create a story where there is

none. Anti-News appears immediately behind Hard-News within the


Though ’geeky and proud’, Need To Know remains first and foremost a news

site. It is successful at using the web to best effect, having created

that much sought-after demographic, the ’community’ to help provide

newsworthy stories to report. The site is well designed, you won’t find

inappropriate liberal splashes of colour, graphics and Java applets


What you will find is clear and digestible information. Even the

courier-style font is reminiscent of newspaper hacks beavering away to

uncover the latest corporate scam.

It includes links to the organisations’ sites under discussion. This

makes it a potential technology marketer’s nightmare, for it mercilessly

savages those who are blissfully unaware that their pants are far more

familiar with their ankles than they should be.

So, if Need To Know is the James Bond of the online world, does it get

the girl?

Well, I guess it does, because as we all know, the trick is to make it

irresistible for your visitors to come back time and again. Need To Know

does this perfectly. Oh, and it’s very, very, funny indeed.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug