As the dot-carnage of dying Web firms piles up, survivors are shifting from big bucks television and print advertising to cheaper online ads. That shift to cheaper online alternatives makes sense, says Charlie Buchwalter, vice president of media research. It's where they come from. It's what they understand. Driving the U-turn is more than cost.
Online ads are more targeted, and results more easily tracked.
Goodbye TV, hello online. We viewed it as a one-time event. Now it has dropped the dot-com from its official name and put all of its ad budget online, says Melissa Radin, vice president of marketing. Observers say the advertising industry, while taking a hit from reduced dot-com spending, remains healthy, as traditional advertisers continue to spend big in a robust economy. But the ad business is still doing quite well.