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Technology Stocks : INFOSEEK (GO) -- Ignore unavailable to you. Want to Upgrade?

To: grasshopper who wrote (2616)	3/6/1998 12:41:00 AM
From: emichael	Read Replies (1) \| Respond to of 9343

Content Aggregators Focus On Ad Revenue (03/05/98; 7:12 p.m. EST) By Mo Krochmal, TechWeb The hunt for traffic is over and it's time to grow advertising revenue, according to executives from major content aggregators such as Yahoo, Lycos, and InfoSeek. "The audience has reached a critical mass," said Jerry Yang, co-founder of Yahoo, Thursday at the Jupiter Communications Consumer Online Services conference. "Now, the ad dollars will flow." Yahoo, an Internet content aggregator based in Santa Clara, Calif., and well-loved by Wall Street, has 1,700 advertisers on its websites. In December, Yahoo websites reported an average of 65 million page views a day. "The Internet is under-hyped," said Lycos CEO Bob Davis, echoing his competitor's victory chant. Davis said Lycos, based in West Marlborough, Mass., gets 20 million page views every day and saw visitor numbers grow 50 percent in the last quarter. "It's mainstream -- now that [the Internet] has reached the magic number of 50 million households," Davis said. "And if you look at projections for five years from now, the numbers are astronomical." Infoseek CEO Harry Motro also claimed 20 million daily page views for his company's sites. He said advertising accounts for 65 percent of the Sunnyvale, Calif.-based company's revenue. The success of the content aggregation sites has piqued the interest of media giants such as Time Inc. editor in chief Norman Pearlstine. He said the company is "evaluating the possibilities" of building or buying a search engine site or a directory. If the content aggregators are finding magic formulas for revenue growth, huge media conglomerates such as Time Warner are having a harder time retooling what they do for the Internet. Time Warner has revamped its mammoth Pathfinder site in the last year, boosting traffic 70 percent, but Pearlstine said it still "can't find a model to support magazines online." The company is finding reasons to stay online, however.