Small players deluge market with free disks

Article Abstract:

Smaller Internet service providers are sending out free Internet start-up disks to potential customers to drum-up business and compete with market leaders America Online Inc. and Microsoft. These companies want to broaden their customer base as they prepare to make alliances with cable TV and telecommunications services companies to offer broadband, high-speed Internet access. Market potential is exploding as 10.2 million households contracted for online services in 1998 alone. Subscriber volume is important and that is why ISPs are going ahead with expensive direct-marketing 'freebies.' The marketing push must work in tandem with ISP upgrades to prevent an AOL-type system overload, when thousands of new subscribers were unable to connect to the Internet because of insufficient server capability.

Telegraph & other communications, Innovations, Internet service providers, Marketing, America Online Inc., AOL, Direct marketing, Market share, Company marketing practices

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Plan is backed to count Web-ad viewers

Article Abstract:

The Future of Advertising Stakeholders Summit (Fast) Steering Committee would like advertisers, agencies and online publishers to support a single standard for counting the 'hits' an Internet ad receives. A standard based on 'tags' would provide valid data for everyone. Spending on Web advertising is expected to be about $3 billion in 1999; but much, much more is spent on TV ads, $44.5 billion in 1997. Companies say they would commit more to Web advertising if there were some proof of a return for their investments and reliable data for making those investment choices.

Company Planning/Goals, Media Planning/Goals, Advertising Management, New Electronic Marketing, Advertising Activity, Agency Planning/Goals, Planning, Abstract, Advertising, Marketing management, Internet/Web advertising, Internet advertising

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