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Technology Stocks : Int*l:when the bullet hits the bone

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To: stak who wrote (8)	10/21/1998 4:19:00 AM
From: stak	Read Replies (1) of 17

EYEBALLS=$$$$$ Jun 20,1998 As the world economy becomes much more information oriented, the prominence of traditional manual labor will lessen. That is, the information collected from customer transactions will be very, very valuable. The Royal Bank has an unbelieveably humungous database of all customer demographics and purchase transactions etc. They know exactly when and where you bought it and how much you paid for it. They also know what product and brand that you bought. The Web also brings this kind of info gathering on Web surfers. Eg. How many people "hit a website", and where else they've been etc. This associated info is worth its weight in gold to companies that want to sell goods. This info will be sold for profit. Discretely, of course. In the television industry, a large "audience share" gives broadcasters the ability to charge high prices to companys that want to show their ads. Companys don't mind paying big money to advertise on the Superbowl Game because they know there will be millions of viewers glued to their television sets watching their ads. The same battle for viewers (a battle for eyeballs if you will) is happening on the Internet right now. The portals are where this battle is being fought. The search sites (Yahoo!, Excite, Netscape) and America Online (a direct dial service) are the leading portals. These portals receive revenue by selling ad space to other companys. You can definitely see the dollar signs in their eyeballs! In a recent ad (Jun '98) America Online claims a 53.2% (1) share of online minutes. The next largest was Yahoo.com with a 2.7% share. AOL has taken out a full page ad to just to trumpet their share of eyeballs. In a number of subscribers graph(2), from the same ad, AOL has 11 million while MSN has 2.6 million and Compuserve has 2.45 million. These numbers are pored over prospective ad buying clients to see which would give the most bang for the buck. Question. How can I reach the most people for the least money? Are these people in my target market? (1) Source Media Metrix/ The PC Meter Co. (2) Source Jupiter Communications, Feb 1998.

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