Financial Services Industry
Industry: Email Alert RSS FeedDot-com companies wary of Net magazines.
Investment News, July, 2000 by Gilbert, Jennifer
* Advertisers worry about dilution in ad-heavy publications Some dot-com and technology advertisers are bowing out of Internet behemoths Business 2.0, Fast Company, the Industry Standard, Red Herring and Upside -- just as the phone book-size publications vie for dominance based in part on their ad-page count.
Citing ad dilution, high rates and a low return, advertisers are shifting their print budgets to niche magazines or public relations. Radiate, an ad-insertion technology developer backed by CMGI@Ventures, will pull up to $1 million--two-thirds of its annual print marketing budget -- it had allocated in March for Business 2.0, Fast Company, Red Herring and Upside effective in August, says Jeff Ready, marketing vice president. Ads were to run...
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