Yahoo! later this year plans to conduct a review for a global consolidation of its media budget, according to L.J. Kim, director, international marketing. Currently, agency Black Rocket, San Francisco, handles media planning and buying in conjunction with Initiative Media, Los Angeles. Last year, Yahoo! spent $407.9 million on sales and marketing, up from $312.8 million in 1999, according to its fourth-quarter statement. In the U.S., Competitive Media Reports puts Yahoo!'s spending at $58.6 million for January through August, and at $25.6 million for 1999.
Copyright January 2001, Crain Communications Inc.