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Dot-coms Favor Broadcast Advertising: Research

The leading e-commerce companies are more likely to turn to TV or radio for advertising than newspapers, according to the eCommerce Almanac released quarterly by the Intermarket Group of San Diego.

The almanac follows over 80 leading e-commerce companies, including Amazon.com, eToys, E-Trade, and Travelocity.com.

These companies spent an average $29.8 million on advertising and marketing during the first quarter of this year. For offline spending, 75% of the companies turned to television, followed by radio (68%), consumer periodicals (53%), newspapers (52%), and direct mail (52%).


Editor & Publisher, ADWEEK. August 11, 2000

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