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Technology Stocks : Altaba Inc. (formerly Yahoo) -- Ignore unavailable to you. Want to Upgrade?

To: Bill Wexler who wrote (2368)	11/4/1997 1:21:00 AM
From: Bill Harmond	Respond to of 27307

>>If only we could say the same for operating earnings. Yahoo had a loss then, so earnings percentage-gains aren't calculable, but revenues are. Remember, during this period Yahoo has been ramping-up its sales force and Internet advertising emerged. Also, alot of those page views are for international and localized sites, and those areas are just beginning to be sold. They currently represent a minuscule percentage of revenues, per the company. >>I think a very meaningful metric would be ad clicks. You're right...that's where the rubber meets the road. But advertising-response rates in other media are probably comparable, if not lower. You can be assured that Yahoo's advertisers know exactly what the response rate is, because they track it electronically. They have data on every click-thru. This is a first for the industry. The high CPM's, growth in advertisers and spending speaks for itself, so it must be working. National advertisers have plenty of money, and they'll spend heavily in new media for a long period before expecying a reasoable return. They're spending even more on developing their websites. One 30-second unit in Monday Night Football would pay for a year's Internet advertising budget.

To: Bill Wexler who wrote (2368)	11/4/1997 2:03:00 AM
From: Bill Harmond	Respond to of 27307

>>I'll study what the industry trends are in periodicals such as AdWeek. Try Mecklermedia's. You can get it free by email. internetnews.com

To: Bill Wexler who wrote (2368)	11/4/1997 3:23:00 AM
From: Bill Harmond	Respond to of 27307

Media Metrix (PC Meter) is the best circulation monitor. They now publish unduplicated-reach figures monthly, although reach doesn't address total usage: mediametrix.com

To: Bill Wexler who wrote (2368)	11/4/1997 12:19:00 PM
From: Dylan	Respond to of 27307

<<I think a very meaningful metric would be ad clicks. note how those are never mentioned in the same breath as the page views number.>> E*Trade (EGRP) actually mentions number of active accounts (with money in them is probably the definition of active) rather than number of hits and also says that they have opened many news accounts through their Yahoo advertising and consider that deal to be a major success. I think this info was in tehir latest earnings report. I wonder how Beatrice feels about her advertising on Yahoo. I think the real question that needs to be asked is how well the companies that are advertising on Yahoo are doing. -Dylan