Word: added
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Dates: during 1990-1999
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...gain market share now, you're never going to get it," says analyst Henry Blodgett of Merrill Lynch. By the end of this year, e-commerce companies will shell out $2.5 billion on traditional advertising, according to PaineWebber. That may be just a fraction of the $80 billion U.S. ad market, but it's four times what Net firms spent in 1998. For the moment, dot.coms are actually spending a bit more offline than on their home turf...
...been a stay of execution for some and a heady reinforcement of the power of the printed word for others. "It's the greatest opportunity and the greatest threat," says Scott Donaton, editor of Advertising Age. At the Wall Street Journal, where dot.coms flock to woo potential investors, ad revenues jumped 32% in the third quarter. And it's not just industry chroniclers like Business Week and Fast Company that are enjoying the windfall. Periodicals from the Austin American-Statesman to Successful Farming are also getting...
...beleaguered television networks, the explosion of dot.com advertising is helping to push up rates 10% to 20% this fall. "It's created an unnaturally tight market," notes Jon Mandel, co-managing director of ad buyer MediaCom. The online magazine Salon recently rolled out a provocative $4 million TV campaign featuring digitally crafted odd couples, like celebrities Chris Rock and Linda Tripp, dancing at a dinner party. "We needed to cast a wider net," says Patrick Hurley, Salon's vice president of marketing. "We're not going to put our head in the sand and pretend that other media...
...barely keep pace with it. Agencies that used to take two to three months to craft a corporate identity are being asked to create a winning, edgy commercial in just over a week. Online brokers Ameritrade and E*Trade, which are both in the middle of hundred-million-dollar ad campaigns, have led the way in using irreverent humor to get their message across...
After watching a series of outrageous "Can you top this?" ads make an ever diminishing impact, a few dot.coms are apparently coming to the same conclusion. Outpost is going ahead with a less jarring ad. Technology supersite Cnet, which made a splash with an ad featuring a man's visit to the proctologist, is altering the course of its $100 million attack, opting for a clear message over shock value...