Net reckoning

November 1999
Advertising Age;11/1/1999, Vol. 70 Issue 45, p36
Trade Publication
This article predicts a slowdown in advertising spending by Internet-based companies in the U.S. in 2000. Many factors suggest the easy money gushing to the media from Internet-based companies in 2000 will give way to a dose of virtual reality. The distance between marginal revenues and huge losses is startling. Investors will wake up and demand accountability, ending subsidies for losing ideas. There is no question the Internet-based advertising category is real, even if current advertising levels are not. Internet-based survivors will need to spend smartly, not just heavily, on advertising to build for the long haul.


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