Net slashes time from hello to adios

Freeman, Laurie
October 1999
Advertising Age;10/4/1999, Vol. 70 Issue 41, p42
Trade Publication
This article discusses a trend in Internet advertising as of October 1999 where in Web marketers are quick to hire and quick to fire their ad agencies. According to Paran Johar, managing partner of Select New Media, agency searches that usually takes four to six months is now accomplished by advertisers within three weeks or less. This, in effect, gives the marketer less time to do due diligence and determine whether there is good chemistry between the agency and client. More so, there is some belief among dot-com businesses that any interactive agency will do as well as the next. Relationship-building is lost on many dot-coms because everyone is intent on getting out there. Investors and entrepreneurs perceives there is a great deal of market-share grabbing going on in electronic commerce.


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