Dot-Coms Spent $640M on Print Ads

Share this article:
The Magazine Publishers of America, a trade group representing consumer title publishers, reported that dot-com advertisers spent an estimated $640 million in magazines during the first half of 2000. The figure is four times the amount spent during the same period last year, according to the study, which measured advertising activity from January through May.


The MPA report broke down print ad expenditures by Web site categories such as retail, apparel, technology and more than a dozen others. By category, retail and media Web sites spent the most money on advertising in print magazines. Together they accounted for more than 51 percent of the $640 million in dot-com ad spending. Individually, e-tailers contributed 28 percent, while media Web sites registered 23.4 percent.


The next-highest spenders -- technology dot-coms, at 17 percent, and online financial and real estate firms, at 16.5 percent -- accounted for slightly more than one-thirds of the total dot-com dollars. Travel and transportation sites contributed 3.6 percent, the next-highest advertising expenditure, according to the report.


After that, the dollars poured in from diversified industries, as no category registered as much as even 1 percent. Online automobile sites, for instance, spent only 0.7 percent. Food Web sites, at 0.1 percent, and toiletry/cosmetic sites, at 0.02 percent, showed even less interest in print magazines.


The five firms that spent the most money promoting their dot-com businesses during the period were:


• Datek Online, $10.5 million.


• Delta Airlines, $10.3 million.


• American Express, $10 million.


• Time Warner, $8.0 million.


• Ameritrade, $7.6 million.
Share this article:
close

Next Article in Multichannel Marketing

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Multichannel Marketing

Generating Loyalty for Brands and Retailers in an Omnichannel World

Generating Loyalty for Brands and Retailers in an ...

Harnessing personas, loyalty programs, and new technologies can help marketers better connect with customers.

News Byte: Salesforce Forms Unit to Focus on Verticals

News Byte: Salesforce Forms Unit to Focus on ...

The industries business unit, led by ex-White House CIO Vivek Kundra, will serve six industry groupings.

Columbia U. Puts the "Do" in "Donation"

Columbia U. Puts the "Do" in "Donation"

Columbia University raises nearly $7 million in donations in just 24 hours with a combination of social media, live events, and gamification.