White papers underestimated in the UK?

Sceptisim is justified, as white papers are of course in the end self-serving.   But they often contain very useful information.  In the IT business and banking risk management areas (which I am familiar with) they often have information about topics at the leading edge which is not readily available anywhere else.   

As a marketing tool I think they should not be neglected by any company in the business to business area.

For example we have a white paper about search engine optimisation on our site.  Its very useful to point prospects at it if the subject comes up, and with any luck they will print it out and keep it for a while, reinforcing our sales message.  The white paper has very little promotional material in it.  Maybe a few words in the conclusion.  The rest is an unbiased statement of fact or at least my opinion.  Of course to download it visitors have to register, and open themselves to getting our monthly newsletter - all helping the marketing effort.

Here is a good white  paper about white papers: http://www.stelzner.com/copy-HowTo-whitepapers.php

Bob
Textor