We like money. It's no secret that Web sites are becoming small-time bordellos that cater to a motley clientele of advertisers. Sorry to be party poopers, but Web ads don't work. And until site owners wake up to certain realities, Internet commerce will continue to have the stench of ill repute.
Advertisers are fickle johns.
Worse, they're lousy tippers. But even if these rosy forecasts came true, they would amount to less than 5 percent of the total spent in advertising through other media last year. Even Fortune 500 companies are Internet tire kickers. Should anyone show you a business plan that bets big on Web advertising in the next 18 months, recommend a strong cup of coffee. Surfers are fickle too.