It's the Content, Dummy: Why Most Web Sites Fail
http://www.hansoninc.com/newsletter/news-i3.asp

Powell, W. Gene
Hanson
2001

Abstract:

I have several designer friends and colleagues who pass Web site URL's back and forth like trading cards. None of us really spend much time reading these sites or analyzing the underlying messages. We're more interested in engaging in pixel-pushing one-upmanship, collecting the best-designed sites into bookmarks while bashing the links of the other guys.