Projected '97 online ad expenditures: $538 million

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Cowles/Simba Information predicts online advertising expenditures will be $538 million this year, up from $324 million last year. Of that total, $446.2 million will come on the Web, the rest on online services and other Internet-related ventures. Cowles expects Web advertising will reach $2.46 billion by 2000. That's a much more conservative forecast than that put forth more than a year ago by Jupiter Communications ($1.1 billion in 1997; $5 billion in 2000). Forrester Research predicted online ad spending would be $200 million in 1997 and $4.8 billion in 2000.

Copyright June 1997, Crain Communications Inc.

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