TITLE

Net reckoning

PUB. DATE
November 1999
SOURCE
Advertising Age;11/1/1999, Vol. 70 Issue 45, p36
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
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.
ACCESSION #
2489692

 

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