Dot-Coms Spent $640M on Print Ads
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.