Advertising Industry
Industry: Email Alert RSS FeedYAHOO! FORGES STRONG BRAND WHILE ADDING MEATY CONTENT; WEB PORTAL: INCORPORATING USERS' INTERESTS AND OFFLINE MARKETING, MERCHANDISING BUILD SITE.
Advertising Age, May, 1999 by Riedman, Patricia
Despite frugal online advertising, Yahoo! has built a strong Internet brand, making it Ad Age's top marketer in the portal category.
Yahoo! doesn't break even the top 25 of online ad spenders, yet it's the No. 1 Web publisher in ad revenue, netting $88 million for the first nine months of 1998, according to InterMedia Advertising Solutions. By comparison, No. 2 Excite earned $74 million; Infoseek earned $51.8 million.
With 47 million registered users, Yahoo!'s also the top site accessed from work, according to Media Metrix. It ranks second only to America Online in traffic accessed from home.
BELLOWING FANS
Offline branding has helped Yahoo! achieve this status, as have merchandising efforts that go as far as a barter deal with the...
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