Dot-com marketing efficiency: An Advertising Age/Pegasus Research ranking

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2nd-quarter e-access, e-finance, e-content:

2nd-quarter sales-and-marketing e-tailer: Q2 sales-and- Q2 sales-and revenue expense Sales-and-marketing expense as % of revenue mktg. expense/new mktg. expense/

Rank Company Sector (millions) (millions) Q4 '99 Q1 '00 Q2 '00 customers visitors

1 E-Stamp e-tailer $1.63 $14.70 1,667% 1,309% 902%

2 Audible e-content $0.68 $4.61 678% 958% 682%

3 ImproveNet e-content $2.02 $12.50 1,464% 811% 619% $61.86

4 Stamps.com e-tailer $3.67 $20.49 7,658% 1,103% 558%

5 SmarterKids.com e-tailer $1.53 $7.14 422% 497% 468% $310.61

6 Musicmaker.com e-tailer $1.22 $5.29 630% 115% 434%

7 quepasa.com e-content $1.19 $4.11 1,288% 852% 345%

8 LendingTree e-finance $7.70 $18.73 223% 332% 243%

9 Fogdog e-tailer $5.84 $13.69 250% 238% 234%

10 PlanetRx.com e-tailer $9.44 $20.64 565% 327% 219% $152.87

11 InsWeb Corp. e-finance $4.81 $9.72 172% 166% 202%

12 NetRadio.com e-content $0.62 $1.22 369% 270% 198%

13 Pets.com e-tailer $8.76 $17.09 593% 377% 195% $95.47

14 HealthGate Data Corp. e-content $3.43 $6.47 NA 144% 189% $23.61

15 Snowball.com e-content $6.20 $11.23 324% 286% 181% $1.55

16 MotherNature.com e-tailer $3.42 $6.14 507% 334% 179% $89.04

17 CareerBuilder e-content $6.87 $11.84 197% 204% 172% $21.56

18 iPrint.com e-tailer $4.55 $7.12 299% 288% 156%

19 Egreetings Network e-content $3.08 $4.41 541% 208% 143% $1.34

20 TheStreet.com e-content $7.04 $9.58 121% 143% 136% $7.67

21 HealthCentral.com e-content $10.85 $13.93 1084% 1165% 128% $9.18

22 Quotesmith.com e-content $4.91 $5.92 255% 261% 121% $26.21

23 HearMe e-content $8.51 $10.23 92% 118% 120% $17.14

24 eToys e-tailer $24.86 $29.60 62% 99% 119% $135.17

25 Switchboard e-content $4.77 $5.63 221% 229% 118% $1.93

26 Headhunter.net e-content $9.76 $11.11 103% 145% 114% $9.50

27 autobytel.com e-tailer $17.10 $17.99 98% 112% 105%

28 Launch Media e-content $7.82 $7.96 133% 117% 102% $3.11

29 E-Loan Corp. e-finance $8.48 $7.60 125% 128% 90%

30 Network Commerce e-content $26.92 $24.03 160% 118% 89% $3.41

30 Women.com Networks e-content $12.28 $10.95 65% 79% 89% $1.79

32 HotJobs.com e-content $22.80 $19.90 98% 144% 87% $11.38

32 GoTo.com e-content $21.01 $18.27 107% 95% 87% $2.33

34 Autoweb.com e-tailer $15.19 $12.84 105% 93% 84%

35 NBC Internet e-content $30.46 $23.06 107% 62% 76% $1.51

36 LookSmart e-content $27.30 $19.60 132% 78% 72% $1.68

37 Tickets.com e-tailer $14.76 $10.55 129% 88% 71%

38 Quokka Sports e-content $12.59 $8.82 91% 72% 70% $18.60

39 Travelocity.com e-tailer $46.79 $30.34 73% 62% 65%

40 Homestore.com e-content $50.15 $30.44 95% 77% 61% $8.60

40 iGo Corp. e-tailer $9.22 $5.60 89% 88% 61%

42 Ashford.com e-tailer $13.10 $7.81 80% 89% 60% $312.40

43 MP3.com e-tailer $20.18 $11.96 77% 97% 59%

44 Hoover's e-content $6.86 $3.91 79% 57% 57% $5.74

44 iVillage e-content $19.39 $10.99 126% 81% 57% $1.66

46 About.com e-content $20.13 $11.35 96% 70% 56% $0.69

47 SportsLine.com e-content $24.32 $13.48 56% 53% 55% $2.59

48 HomeGrocer.com e-tailer $29.79 $15.73 23% 26% 53%

49 MarketWatch.com e-content $13.32 $6.88 137% 64% 52% $1.78

50 Excite@Home e-content $157.61 $80.92 39% 41% 51% $2.98

51 CNET Networks e-content $52.24 $22.82 128% 32% 44% $2.23

52 Earthlink e-access $230.86 $95.91 43% 54% 42% $416.98

53 Streamline.com e-tailer $8.86 $3.54 43% 40% 40%

54 Web Street e-finance $7.33 $2.88 35% 43% 39% $261.82

55 Student Advantage e-content $11.56 $4.42 39% 42% 38% $4.93

56 Webvan Group e-tailer $28.30 $9.91 70% 51% 35%

56 E-Trade Group e-finance $330.34 $115.08 49% 44% 35% $348.15

56 Yahoo! e-content $270.12 $93.74 32% 33% 35% $1.94

59 eBay e-tailer $97.40 $32.81 39% 40% 34% $10.25

60 CDnow e-tailer $34.02 $11.28 49% 54% 33% $41.79

61 Multex.com e-content $19.17 $5.92 80% 39% 31% $6.27

62 Ticketmaster Online-Citysearch e-tailer $61.40 $18.29 49% 38% 30% $15.24

63 Ameritrade e-finance $149.09 $41.22 45% 32% 28% $221.62

64 Go2Net e-content $23.02 $6.12 26% 30% 27% $0.49

65 DLJdirect e-finance $83.99 $19.99 33% 16% 24% $487.56

66 Amazon.com e-tailer $577.88 $129.81 27% 24% 22% $51.93

67 Prodigy Communications e-access $86.64 $17.13 33% 29% 20% $15.95

68 Cyberian Outpost e-tailer $64.79 $10.70 34% 13% 17% $107.00

69 Egghead.com e-tailer $125.99 $20.44 43% 15% 16% $96.85

70 America Online e-content $1929.00 $295.00 16% 14% 15% ? $4.99

71 National Discount Brokers e-finance $120.67 $14.32 10% 4% 12% $379.79

72 Buy.com e-tailer $193.20 $22.02 14% 12% 11% $55.05

73 Priceline.com e-tailer $352.10 $23.79 14% 13% 7% $15.86

74 Charles Schwab & Co. e-finance $1404.60 $77.10 7% 6% 5% $192.75

74 Wit Capital Group e-finance $96.13 $4.57 5% 3% 5% n

Data for companies reporting financial results as of July 28.

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