U.S. ad growth hits 7.5% in '98 to outpace GDP

Coen, Robert J.
May 1999
Advertising Age;5/17/1999, Vol. 70 Issue 21, p30
Trade Publication
The article reports on the growth of advertising revenue in the U.S. in 1997 and 1998. Since the closing years of the '70s, communications and marketing professionals have been wondering what would happen when the new electronic media apparitions finally began to emerge from just below the horizon. The Internet has come into clear view and it is evolving into an organism that will have great impact. It is changing consumer behavior and marketing concepts. Estimates of Internet advertising for 1997 have varied greatly. Jupiter Communications puts it at $940 million; the Internet Advertising Bureau at $906 million; eStats at $650 million; Yankee Group at $630 million; Cowles/Simba at $607 million; CMRInterwatch at $545 million; Forrester research at $500 million; and ActivMedia at $400 million. Internet advertising undoubtedly will grow again at a high double-digit pace this year, but it will probably not account for more than 1% of all U.S. advertising until sometime in the next century.


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