AdLab results favor auto advertising

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AdLab, the online magazine ad tracking service run by CMR with research firm USA Data, released results for January and February online advertising in 50 Web magazines. The results? An onslaught of automotive advertising, and a downshift in high-tech marketers' share of the online magazine market. Profiles of the market from May to December 1995 show that 71.1% of online magazine advertising came from the business/financial categories as defined by Publishers Information Bureau (this includes technology advertisers); but during January-February 1996, this segment only held 62.5% of the market. Transportation and agriculture, on the other hand, accounted for 14% of the market share during May to December 1995; now it accounts for 19.8%. USA Data analyst Ric Murphy said the results simply reflect the growing variety of consumer content and sponsorship opportunities on the World Wide Web.

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