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To: Susan Saline who wrote (367)	5/28/1999 5:50:00 PM
From: Big Dog	Read Replies (2) of 614

STUDY RATES RETURN ON MARKETING OF NET COMPANIES Business Editors & Multimedia/Retail Writers NEW YORK--(BUSINESS WIRE)--May 20, 1999--America Online generated close to $7 in revenue for every marketing dollar it spent in 1998, according to a Business Week study of the marketing efficiency of 15 public companies, all of which derive 100% of their revenues from the Internet. Returns varied widely: Yahoo! Inc. got $2.20; iVillage generated only 53 cents; eBay took in $2.39; and E-Trade generated $3.44. Auction site Onsale Inc. got nearly $9 per marketing dollar spent -- the best return of the 15 companies studied -- vs. just 46 cents for Thestreet.com, the lowest. On average, the revenue returns for every marketing dollar spent declined from $3.37 in 1997 to $2.70 in 1998.

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