Word: million
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Dates: during 1990-1999
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...sell lots of 30-sec. slots. And now that dot.coms are caught up in a frenzied race to make their brands widely known outside cyberspace, his job has never been easier. "We're attracting people we haven't even heard of," says Goldsmith, who has raked in $200 million in Net-related ads this year. "You can't match the reach of network...
...ironic. Although network television loses viewers every year, ABC can still produce an audience of 18 million in a prime-time hour. Try to get that many visitors to your website in a day or a week. And cyberspace brands are not exempt from an old law of advertising that says share of mind leads to share of market. It's no wonder, then, that Web companies are widely dependent on the tube, as well as newspapers, magazines (thank you very much), radio and billboards, to imprint their brand names on as many brains as possible--particularly consumers who aren...
...players like Monster.com and HotJobs.com have already scooped up a quarter of the Super Bowl spots on ABC, pushing the going rate up to about $3 million for a precious 30 sec. This week the portal AltaVista, which until six months ago didn't even have a marketing department, will kick off a $120 million advertising blitz. You can't turn on business-news channel CNBC without seeing a barrage of online-broker ads, and broadcasts of the World Series and pro football are packed with obscure Web pitches, from VitaminShoppe.com to Youbet.com an online horse-racing site...
...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...
...demand, can 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...