Aptimus Surpasses 20 Million Orders

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Aptimus Inc., Seattle, the online direct marketing network, said yesterday that it surpassed 20 million orders throughout its Aptimus Network since its inception in 1994.


The company recently said it would reorganize its business this year to become less dependent on its revenues from e-mail marketing and would put greater emphasis on its lead-generation business.


Tim Choate, Aptimus' chairman/CEO, said he now expects the company to generate 85 percent -- about $30 million -- of its revenue from lead generation and 15 percent -- or about $5 million -- from e-mail marketing and banner advertising services.


"Our lead generation business is our core revenue source, and we expect to see significant lead volumes in 2001," Choate said.


The company said its reorganization should not affect its performance this year.


The reason for the reorganization is to take better advantage of the networking capabilities the company gained through the recent acquisition of cost-per-acquisition network XMarkstheSpot, Choate said. The acquisition gives Aptimus a six- to 12-month lead on developing technology to support its network strategy, he said.


The Aptimus Network is composed of more than 80,000 specialized Web sites and e-mail channels. The network presents consumers with context-driven offers as distribution partners share in the cost-per-action results, the company said.

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