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AM: off-line direct marketers/insurance hit the web, Q2 ad spending goes up and... web direct mktg. is better then branding (Forrester says)

To:     <>
Subject:     AM: off-line direct marketers/insurance hit the web, Q2 ad spending goes up and... web direct mktg. is better then branding (Forrester says)
From:     "Mitch Arnowitz" <>
Date:     Thu, 9 Oct 1997 18:23:02 -0400

ABI(TM) Will License Its Business and Consumer Database to InfoSpace

 OMAHA, Neb., Oct. 7 /PRNewswire/ -- American Business Information,
Inc(R). (Nasdaq: ABII) today announced a multi-year licensing agreement with
InfoSpace ( to provide business and consumer information for
InfoSpace's Internet Directory Service.  InfoSpace is a leading Internet
directory for approximately 300 Internet sites.
 SOURCE  American Business Information, Inc

Worldata to Manage Prodigy Subscriber Lists

 BOCA RATON, Fla.--(BUSINESS WIRE)--Oct. 7, 1997-- 

Prodigy Internet and Prodigy Classic Join Worldata's Family of High-Tech List Offerings 

Worldata, the leader in information marketing services for the technology industry, announced 
it will bring the subscriber lists of the online service Prodigy to the market for the first time.
The lists include 580,000 subscribers to Prodigy Classic, the original Prodigy online service, as well 
as the more than 250,000 subscribers to Prodigy Internet, providing customizable access to the World 
Wide Web along with Prodigy's own original content areas. These direct response generated lists represent 
a "next generation" consumer audience of knowledgeable PC users who are actively seeking products and 
information. "The Prodigy lists are a welcome addition to Worldata's extensive technology list offerings, providing 
mailers access to a highly responsive and technology-aware consumer audience," said Roy Schwedelson, 
Worldata CEO.
CONTACT:  Worldata/WebConnect JoNell Patterson, 561/393-8200, ext. 179 
E-mail: WWW:

Q2 Internet ad spending up     
October 8, 1997 
Internet ad spending in the second quarter reached $214.4 million, up 66% over first-quarter revenue, 
according to a study released Oct. 7 by the Internet Advertising Bureau. That brings Internet ad spending 
for the first half of 1997 to $343.9 million, up 322% over spending in the first half of 1996. "These are the 
strongest [results] yet we've seen in terms of advertising on the Internet," said Rich LeFurgy, IAB chairman 
and senior VP-advertising at ESPN/ABCNews Internet Ventures. "We're seeing a ramping up of more and 
more advertisers coming on to the Web," he said. In another key finding, the leading category of online 
advertising is consumer-related (30%), followed by financial services (22%) and computing products (21%).
Copyright October 1997, Crain Communications Inc.  Ad Age Daily c/o Pointcast
CompuServe and Coverdell & Company Offer Subscribers On-Line Insurance
Information and Products

ATLANTA, Oct. 7 /PRNewswire/ -- Coverdell & Company and CompuServe
(Nasdaq: CSRV), today announced a partnership to offer an on-line insurance
information and shopping service to CSi members.  This new service will
initially support the purchase of term life insurance and annuity products.
Other types of insurance products will likely be added later. CSi subscribers now 
have the opportunity to access this capability through a co-branded version of 
Coverdell & Company's RightQuote insurance web site.

SOURCE  CompuServe CONTACT:  Michael D. Levison of Coverdell & 
Company, 404-262-9100, ext.313; or Sarah Zuercher of CompuServe,

>From Ad Age Interactive Daily:

Forrester: Brand advertising will lag direct marketing on Web
On the heels of an online advertising effectiveness survey released Sept. 24 by the Internet Advertising 
Bureau, Forrester Research concludes in a new report that until 2001, brand advertising will substantially 
lag direct marketing on the Web.

Based on interviews with 50 advertisers who each spend more than $100 million annually in overall 
advertising, Forrester found that Web advertising is considered less effective than all other media, with 
the exception of billboards, in creating brand awareness, said Bill Doyle, senior analyst at Forrester 
and author of the report. Forrester also found that these advertisers said they now spend a ``miniscule'' 
amount of their total ad budgets on Web brand advertising. Direct marketing, on the other hand, 
defined as campaigns that generate an order or request for further information on the Web, is considered 
a more effective use of Web advertising, Forrester reports.

However, the tide will shift after the turn of the millenium. While 60 percent of these major advertisers 
now each spend less than $500,000 annually on brand awareness Web campaigns, by 2002 that figure 
will reach $8 billion, said Mr. Doyle.

Copyright September 1997, Crain Communications Inc. 
Mitch Arnowitz      Advertising/Marketing Discussion Group
Business Development 		    
PKW Netpreneur Program 	               v 703.620.8971                                  f 703.620.4102

Mitch Arnowitz      Advertising/Marketing Discussion Group
Business Development
PKW Netpreneur Program 	                   v 703.620.8971                                  f 703.620.4102

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