Web ad spending hits brakes in first quarter '97

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Web advertising activity slowed considerably in 1997's first quarter, prompting several online publishers to reassess their ambitious revenue goals. After a particularly strong fourth quarter--spending hit $102 million, according to Jupiter Communications, up 51% from the previous quarter--early indications are that first-quarter spending won't grow nearly as much. Some publishers are reporting flat or declining revenue, surprising for a medium very much in its infancy. Ad revenue for December's top 25 Web publishers fell 8.5% in January to $23.9 million, according to a preliminary analysis performed for Advertising Age by Jupiter. Figures for February and March aren't yet available.

For more on this story, see the full article in INTERACTIVE.

Copyright April 1997, Crain Communications Inc.

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