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Technology Stocks : Netzero - A Nationwide Advertiser Supported ISP
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To: Bill Fischofer who wrote (15)4/5/1999 10:22:00 PM
From: Nicholas Thompson  Read Replies (1) of 61
 
We have to remember that the SI user is quite sophisticated and less susceptible to run of the mill advertising than the general public. I know from watching people at libraries and other places with internet novices. Almost half of US internet users use aol and (maybe 90%) don't know you can turn off the incredibly annoying pop up adds. To them netzero might seem like an improvement particularly because it uses a proper browser like those they have become familiar with at work or the library. I think the success of netzero has already been proven by all the web sites where you can get hacks that turn the banner off without logging you off. Ask any shareware distributor - the first sign of wide future adoption of your program is cracks and codes being distributed widely for it.

The challenge for the future is similar to that of athm and xmcm, among others - building your advertiser base to the point where you can cull the selection enough to only show adds having some relevance to the subscriber. I use broadpoint ( thread Subject 25307 ) long distance and I happen to be an unromantic vegetarian. I don't want to hear adds for flowers and lobsters again and again. They need to analyze my click throughs with a firefly style if you like x you may like y system and give me better commercials. First they have to get more advertisers...

Anyway - I believe netzero will continue to be successful because there are lots of cheapskates out there and advertisers don't ignore opportunities!
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