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To: Mr. Big who wrote (60093)	9/8/1999 2:26:00 PM
From: Ellen	Respond to of 120523

Some light afternoon reading...:-) usatoday.com 09/07/99- Updated 11:16 AM ET Dot-coms locking up Super Bowl By Greg Farrell, USA TODAY Maybe they should call it the Dot-com Bowl. Five days before the National Football League season kicks off, ad slots for January's Super Bowl are nearly sold out. The reason: A rash of dot-com firms have bought time, led by last season's stars, job-hunting sites HotJobs.com and Monster.com. Sources in the media-buying community say that 12 to 15 of the game's 61 spots have been scooped up by dot-coms. And by gobbling up 20% to 25% of the game's ad inventory, they have distorted the marketplace. Traditional advertisers have had to move aggressively to reserve ad time. The result is likely to be a super payday for ABC, which airs the Jan. 30 game. As of Labor Day, 90% of the game's spots had sold, says Larry Fried, ABC's executive vice president/NFL sales. And due to the Web frenzy, ABC's price of $1.9 million per 30-second spot has held, he says. Some dot-com firms buying on a one-shot basis are actually paying about $2 million. For the six slots left, he says, ABC is "considering raising the price over $2 million, possibly to $2.5 million." Last year, Fox said its average price tag was $1.6 million for 30 seconds. "This is the most robust market I've seen in at least 10 years," says Jerry Solomon, president of national broadcast buying for SFM Media. Among dot-com buyers: HotJobs.com. Returning will be this case study for building a Web brand. Last year, it spent $2 million to produce and run an ad, even though its 1998 revenue was just $4 million. Fox rejected its first ad for taste in December, forcing CEO Richard Johnson to scramble to create a new spot and drawing a rush of media notice. "As a result of this windfall of publicity, we became a brand overnight," Johnson says. "When we went to do our fund-raising, everybody had heard of us. Monster.com. After gambling and winning on last season's Super Bowl, it will run two ads during this season's finale. "The cost of impressions is huge," CEO Jeff Taylor says. "But the opportunity -- an $18 billion worldwide opportunity -- is even larger." Most Super Bowl advertisers don't want to tip their hands this early, but other likely Super dot-coms include: AutoTrader. A leader in the used car market, the company says no final Super Bowl contract has been signed. But one media source says it's almost certain to be on the game. E-Trade. The online trading company would not confirm it has bought two slots. It would only say that it plans an aggressive fourth-quarter marketing campaign.