Re: ONLINE-ADS>> AOL ad money DOWN

David Cassel (
Mon, 10 Nov 1997 20:56:23 -0800 (PST) suggests another reason advertisers
aren't flocking to AOL: they don't provide accurate numbers of
impressions for ad campaigns. Ad executives (who requested anonymity)
tell horror stories about ad campaigns on AOL...

Sorry if it seems I'm taking AOL too seriously, but in "Advertising on the
Internet," Zeff & Aronson write that "By 1996, online advertising had
grown to a $301 million industry." That's about what AOL figures to make
in 1997--and their experience could impact the industry as a whole.

There's another reason I'm worried. A short paragraph in the November
Wired (p. 193) cites an "industry conference" predicting that 60 to 70
megasites will give advertisers a one-stop shop, hurting smaller sites.
AOL now brokers ads for some of the biggest web sites (in addition to ads
on their service, and their own site, which is the default home page for
their 9 million subscribers.) The Wired author's solution: web rings.
Small sites can band together to form megasites to compete for ad dollars.

David Cassel
AOL Watch


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