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To: Gary Walker who wrote (26906)	11/19/1998 12:16:00 AM
From: Jason Cogan	Respond to of 164684

Gary: I don't think it really matters to the Wall Street community whether the advertising is effective or not. The current thinking is that there is an "inexhaustible" supply of potential advertisers, regardless of it's effectiveness. There will always be some form of startup willing to "pay up" for exposure on YHOO, AOL, AMZN, etc. It is probably quite true that few surfers ever click through to ads. But even confirmation of this presumes that people care about whether these business models actually work. And until easy Al stops providing the speculative money for these stocks, or new info emerges about the state of Japan or Brazil, I don't forsee a break in the momentum. Regards, JC

To: Gary Walker who wrote (26906)	11/19/1998 12:35:00 AM
From: Dwight E. Karlsen	Read Replies (1) \| Respond to of 164684

>>I never click on ads and voluntarily expose myself to the ad clutter ("noise") that is rapidly taking over the internet. Do you?<< Rarely... >I would love to see some hard marketing data on this. Somebody must be collecting this! Got any leads?< I read a story last night or maybe two nights ago, which surveyed 4,000 internet surfers and found that .3% of surfers viewing pages clicked on a banner ad. That's point 3%, not 3%. FWIW, that is far worse than targeted direct mailing, which has a 3% percent response rate. So if we can agree that surfers viewing the Yahoo Finance pages are a "targeted" audience, then they're not biting on the banner ads. I bet the cost is almost comparable to mail a piece of junk mail at a bulk rate of postage, with mailing assembled by automated machinery, compared with the cost of placing a banner ad. So there you are. Online surfers don't "bite" as easily, to top off the fact that online surfers are notorious tightwads, with their "everything should be free on the internet" mentality.