Britannica.com arrives, belatedly

Borden, Jeff; Cardona, Mercedes M.
May 1999
Advertising Age;5/10/1999, Vol. 70 Issue 10, p24
Trade Publication
This article deals with the effort of Encyclopaedia Britannica to position its ad-supported consumer web site as both a source of information and a finely tuned search engine as of May 10, 1999. It also considers the question of whether Britannica has waited too long to join the Internet action. In April, Britannica launched a search for an advertising agency to handle the new Internet service, sending a request for proposals to four interactive and four general advertising agencies. Britannica is negotiating with partners to furnish information and services to the site.


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