This, more than any other statistic, shows how much untapped potential is still available in Web advertising. Hard Sell Advertising isn't the only way to turn a buck on the Net. Direct sales have just begun to kindle. Microsoft and Visa are fast at work on hacker-proof standards for credit card transactions. And visions of cybercash, an online currency, are edging closer to reality thanks to growing support from a variety of companies.
Revenues tend to spike upward quickly as links to a site turn up on more and more Web pages.
Also, the Web thrives on word of mouth. As with their suburban counterparts, the success of these cybermalls hinges on the collection of stores they put together, as well as the ancillary services they offer. But currently most online malls offer no better selection than you'd get from a mail-order catalog. The cybermalls' biggest asset is in forging links to a wide range of sites. But the most effective business model on the Web is getting your own name out there.