Brochureware dominates in survey of agency sites

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How do you advertise yourself online if you're an ad agency? For the leading shops the answer must be unclear because half the top 10 agencies (ranked by 1996 gross revenue) do not currently have a real site of their own.

Three of the top agencies have pages that boast a full site will be coming soon, but two more have no sites to offer Web surfers. Young & Rubicam launched its site in late February.

We spent some quality time surfing with a critical eye through a sample of agency sites that do exist and found that many of the agency sites follow the "corporate pamphlet" model of Web sites that was common for marketers in 1995 and 1996.

For more on this story, go to INTERACTIVE.

Copyright March 1998, Crain Communications Inc.

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