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To: George Martin who wrote (18039)	5/22/1999 12:56:00 PM
From: Jenne	Read Replies (1) of 41369

The Net's Savviest Spenders Marketing is important to success on the Web. Even more important is getting a good return on marketing expenses. Below is a ranking of how big a bang companies are getting for their marketing buck. The methodology: For 1997 and 1998, we divided revenues by marketing expenses. For example, in 1998 America Online generated close to $7 of sales for every marketing dollar it spent, showing a 74% increase of marketing efficiency. REVENUES DIVIDED BY MARKETING EXPENSES PERCENT COMPANY Fiscal 98 Fiscal 97 Change Onsale 8.81 9.69 -9% America Online 6.95 3.99 74 Amazon.com 4.59 3.65 26 ETrade 3.44 5.55 -38 Ameritrade* 3.09 5.53 -44 Excite 2.47 1.69 46 eBay 2.39 3.32 -28 Yahoo! 2.20 1.54 43 Lycos 1.60 1.16 38 Beyond.com 1.33 9.91 -87 CDNow 1.27 1.81 -30 Earthweb 0.74 1.11 -33 TheGlobe.com 0.59 0.62 -4 Ivillage 0.53 0.69 -23 TheStreet.com 0.46 0.27 70 Average 2.70 3.37 -20% *** Ameritrade and e*trade use different accounting presentations for marketing expenses DATA: BUSINESS WEEK

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