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Some dot-com and technology advertisers are bowing out of Internet behemoths Business 2.0, Fast Company, The Industry Standard, Red Herring and Upside-just as the phone book-size publications vie for dominance based in part on their ad-page count.
Citing ad dilution, high rates and a low return on investment, advertisers including Asimba.com and Radiate are shifting their print budgets to niche magazines or public relations.
Radiate, an ad-insertion technology developer backed by CMGI Ventures, will pull up to $1 million-two-thirds of its annual print marketing budget--it had allocated in March for Business 2.0, Fast Company, Red Herring and Upside effective in August, said VP-Marketing Jeff Ready. Ads were to run in the magazines during the fourth quarter this year and first quarter of 2001.
"That's not to say we will never run ads in those pubs," Mr. Ready said, "but the time is not right for us to be...