Ten advertisers have signed on to support the Mining Co., Scott Kurnit's network of 250 special-interest sites. While they're not Web advertising's usual suspects, they do represent the niche orientation of the venture and perhaps the hesitancy of blue-chip advertisers to experiment with a new online model. Amazon.com, IBM Corp., 1 800 Flowers, Nynex's BigYellow, Moet champagne, Interactive Coupon Network, Intellipost, PCFN, 1Travel and FashionMall signed on as part of an eight-week charter program. Ads cost about $20 per thousand impressions.
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Copyright April 1997, Crain Communications Inc.