New Web Survival Guide

Well, it was a good long ride. But events of the past year have left a lot of bumps and potholes on the information highway, with the final results still to be determined. As the economy continues to weed out bad ideas, poorly executed business plans, and unrealistic expectations, we're beginning to see road signs for the landscape ahead. Instead of "Next stop: Dougey's Diner. Eat free--in exchange for your personal information!" the signs say, "All you can eat--in exchange for as much of your cold, hard cash as we can charge."

For users, the Web differs strikingly from what it was a year ago, with more hazards to avoid and hard choices to make--about ensuring privacy, paying for formerly free services, and gauging the solidity of sites with whom you do business. Nothing is certain anymore. Consider the casualty count of online companies caught in the pile-up: EToys, Furniture.com, Kozmo.com, Pets.com, Quokka Sports, Webvan, Zing, and many more.

Search engines and directories now offer privileged placement to online companies that are willing to shell out some dough for it. The broadband arena is morphing rapidly too, as DSL providers wink out of existence and the cable modem market consolidates.

Consumers haven't gone unscathed. Some customers of online currency service Flooz and incentive retailer CyberRebate.com lost serious money--thousands of dollars, in the worst cases--when the companies died. And some users taken in by the wild promises of eager broadband providers have been stranded on the side of the road, waiting for a tow.

But the journey hasn't been all bad, and there is still plenty to enjoy on the Web--as long as you keep your eyes peeled for blind curves and slippery conditions. Here's your map for the road that lies ahead.

Changing Net: Old Web vs. New Web

Fee vs. free: As Web sites try to figure out new ways to make money, you can expect to start paying for content and services that were previously offered gratis. Look for an increase in subscription-based services and possibly in micropayment models (such as per-item fees) as well.

When dot coms die: As smaller, independent dot coms fail, there's a danger of your getting caught in the undertow. If you've accumulated points, be aware that if the company folds, your points go down the drain.

Paid placement: Many well-known search engines, including AltaVista, LookSmart, and Overture, allow advertisers to pay for prominent positioning on your search results page. Look twice to make sure you distinguish between what's paid for and what isn't.

Broadband woes: Rampant consolidation in the cable modem industry and a steadily dwindling number of independent DSL providers mean less competition for broadband Internet access. Less competition often translates into higher prices and shabbier customer service.