Speakers at the opening session of the Interactive Services Association's 10thannual conference in Boston were bullish on the prospects for advertising in theonline world. Esther Dyson, president of EDventure Holdings, New York, toldattendees they must create content that will be appealing to advertisers."You're not just selling the content, you're selling the audience toadvertisers," she said. Speakers were less bullish on the prospects for onlineshopping, however. "It's not driving the reason people are connected," said MaryModahl, analyst with Forrester Research
,Cambridge, Mass. "Most online stores are not at all appealing." An informalaudience poll indicated only one-third of the 600 or so attendees had everpurchased anything online.
Copyright 1995 Crain Communications Inc.