If you're new to the Internet and trying to build traffic to your MLM-oriented "Free-For-All" Links page, don't waste your time with Iconocast. It is by, for, and about large-scale Internet marketing, and it assumes that its readers already have plenty of offline marketing or advertising experience and a fair depth of knowledge in the field.

On the other hand, if you run an established Web-based marketing or advertising agency, and you're looking for potential clients, the article in a recent issue about how insurance companies are only starting to use the 'net as an effective marketing tool and could use a little help, would have been pure prospecting gold.

Iconocast is a fine source of Internet marketing and advertising trend data, often contributed by professionals we recognize and respect. There's also a fair amount of "personality" gossip about Silicon Valley and Alley marketing and ad agency types.

Think of Iconocast as the "new media" equivalent of hoary old Advertising Age; it's just as valuable as AA to its chosen industry insiders -- and just as full of indecipherable jargon for anyone outside the fold who wanders in by mistake.