Net gains for agency prophets

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Three of four members responding to a survey on new media by the American Association of Advertising Agencies said they are building and/or maintaining Web sites for clients. Half said they handle the job themselves rather than bringing in Web partners. In the survey, released at the Four A's meeting in Indian Wells, Calif., 24% said they had generated incremental revenue by bringing in Web-only clients. One-third of agencies said their clients' prime motivator for Web interest was competition and peer pressure; just 20% listed marketing strategy as the key motivation. "We hope that will be the reverse in the future," said Four A's President-CEO O. Burtch Drake.

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