Web ad sales boom in Sweden failed to come

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STOCKHOLM -- The boom in advertising sales on the Internet in Sweden, as predicted in 1996, has failed to materialize in 1997.

After interviewing 100 of the country's largest advertisers in mid-1996, the Internet agency Pro- jector Strategy predicted a major breakthrough in 1997, forecasting advertising sales in this niche sector of $40 million. In a separate forecast in 1996, Internet agency CIA/MMG Interactive predicted Internet advertising in Sweden would exceed $25 million.

However, the latest data covering the whole of 1997 suggests that total Internet related ad sales may not even reach $4 million in 1997.

"This market area has not taken off, and predictions for 1998 suggest Internet ad sales will not be more than $10 million. If the industry achieves this level, we will be doing very well indeed," says Martin Ahrend, a senior executive with advertising broker Netsale.

Copyright January 1998, Crain Communications Inc.

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