Web Advertising to Senior Executives Works; A Site's Editorial Environment Is Key To Advertising Effectiveness According to Forbes.com Research Results

Business Wire, March 18, 2002

Business Editors

NEW YORK--(BUSINESS WIRE)--March 18, 2002

Forbes.com today unveiled new research findings in conjunction with the 9th Annual Jupiter Media Forum in New York.

Key findings of the survey, conducted online by Research.Net on behalf of Forbes.com:

Business leaders are spending more time online than any other medium:

- C-level executives spend an average of 16 hours a week on the

Web, nearly twice the time spent with TV (8.6 hours); and

nearly three times the hours spent with radio (5.7 hours);

magazines (6.6 hours) or newspapers (6.6 hours)

Business leaders respond favorably to online advertising:

- Internet advertising ranked over all other media measured (TV,

radio, newspapers, magazines) when it comes to where they

prefer to find out about - and receive information about - new

products

Business leaders use online advertising to make purchase decisions:

- Internet and magazine advertising in tandem are more effective

over all other media measured for having advertising that is

rich in information and advertising that helps executives

decide what to buy

Business leaders are actively turning to the Web for the business and financial information they need to succeed:

- 64% of respondents visit eight or more Web sites a month in search of
business and financial information

- 6 out of 10 respondents spend more time at business and financial sites than
any other sites they visit on the Web

"These results underscore our strong belief that the Internet is the place for marketers to reach senior-level executives with their branding messages," said Forbes.com President and CEO James Spanfeller, "and we're obviously pleased that the world's business leaders rate Forbes.com positively when it comes to responding to advertising messages in an environment that they trust and believe in."

"It is via research such as this that the Internet continues to demonstrate its value for all facets of the advertising cycle, from branding to direct response to commerce," noted Interactive Advertising Bureau (IAB) President and CEO Greg Stuart. "Our medium is perhaps the most researched one in history, and time and again we are able to demonstrate its ability to add significant value to marketers' efforts."

Nearly 300 C-level executives (chief executive titles - CEO, CFO, CIO, plus owner/partner) responded to the online survey, which was conducted between January 24 and February 15, 2002.

The complete survey and results are available on Forbes.com at the following URL:

www.forbes.com/research

About Forbes.com

Forbes.com Inc., (www.forbes.com) a leading Internet media company, is among the most trusted resources for the world's business and investment leaders, providing them the uncompromising commentary, concise analysis, relevant tools and real-time reporting they need to succeed at work, profit from investing and have fun with the rewards of winning. Forbes.com includes real-time original reporting on business, technology, investing and lifestyle; stock and mutual fund quotes; comprehensive company profiles; a wide array of interactive tools, calculators and databases, including People Tracker, the annual Forbes Lists; a Lifestyle section that currently focuses on high-end vehicles, collecting, real estate and travel; and the complete online editions of Forbes' magazines.