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Title: Adam Online Anatomy Linked with Leading Textbooks
Abstract: adam.com, Inc, a leading creator and syndicator of health information for the eHealth and eLearning markets, today announced a strategic partnership with global publisher John Wiley & sons, Inc. to distribute adam online anatomy (AOA). Under the agreement, Wiley, a leading educational publisher, will link AOA, adam.com's Web - enabled version of it's popular interactive anatomy product to top-selling anatomy & physiology, including market-leading Tortora and Grabowski titles, as well as offer online subscriptions to AOA for students and educational institutions via their website.

Robert S. Cramer, Jr. adam.com's chairman and CEO says "This agreement provides adam.com with a significant revenue base and solidifies our position as one of the leading creators of health and science Education information. AOA provides students and teachers with an exciting, interactive learning tool that supplements instruction in the classroom and distance learning settings."

Educators and students who purchase anatomy and physiology textbooks from Wiley will have 24-hour online access to web-enabled AOA, a digital database of more than 20,000 anatomical structures within fully dissectible male and female bodies.

Source: BW Healthwire, December 21, 2000
Keywords: Marketing, Distance Learning

Title: Avenue A Study Proves that Banner Ads Increase Website Visits, Registrations and Sales - Even When People Don't Click on Them
Abstract: Avenue A, a digital marketing and technology company, today announced study findings that prove banner ads increase brand awareness, and conversions, which include site visits, registrations or sales.

Avenue A conducted a pilot study with a leading online and offline marketer. In a tightly controlled experiment, banner ads are effective in driving desired consumer activity. The clients online advertising campaign was directly accountable for driving a 10% increase in customer conversion. Avenue A also found that 80% of these conversions did not result from consumers actually clicking on the banner ads but rather converted later on: established brands - "awareness conversions".

For the first time, with the Truelift methodology used by Avenue A in the pilot study, advertisers can definitely measure how viewing ads affects a prospects decision to buy. The Digital Marketing Insights program is a series of publications by Avenue A's senior marketing analysts that demonstrates what works in digital marketing. It focuses on achieving the best possible results and the highest possible return on investment for their clients campaigns.

Source: Adam Online, December 18, 2000
Keywords: Marketing, e-Commerce, Research

Title: Portals Are Mortal After All
Abstract: In May, 1998, MotherNature.com, the natural health-products store, defied Web wisdom. It didn't pursue a one-year deal in which it would pay $5 million to be promoted on powerhouse America Online Inc. Instead, MotherNature.com spent nearly all its marketing dollars on traditional radio and print advertising. So far, the gutsy move has paid off: Traffic is up fivefold since last fall, to a million visitors a month, and the number who bought something also rose five times, to 1.25% of visitors.

These days, more E-tailers are casting a jaundiced eye on Internet portals such as Yahoo! and Lycos. Deals with the Web's central jumping-off points are getting pricier by the month--even as their growth rates are cooling. The percentage of Net traffic that the top nine portals generate will plateau at 20% by 2003, from 15% in 1998, estimates Forrester Research Inc. The result: Fewer than 5% of the 22 E-commerce executives polled in an April survey by researcher Jupiter Communications are highly likely to renew their contracts with portals.

This rethinking of the value of the Net's most eye-catching deals shakes up accepted Web notions. Until now, portals have been the Internet's superstars, attracting millions of people with a wide swath of information and free services such as E-mail and chat rooms. They became the distribution and marketing partners of choice, and E-merchants and Web-site operators paid dearly for the connection.

As the deals become more costly, prospects for a payoff are becoming less certain. Financial institutions, for instance, pay about $200 to acquire each customer by traditional means; Forrester estimates they would pay $452 per customer for a $12.5 million deal on AOL. Now it's unclear whether these portal partnerships are bringing home the bacon in terms of building brands and gaining customers. Already, the number of people who click on banner ads has dwindled to less than 0.5% from 2% last year.

As the Web widens, E-merchants have a lot more marketing choices--from direct E-mail to targeted sites that appeal to specific audiences, such as home buyers, women, or techies. Specialized sites are becoming savvier in catering to E-merchants, too. Many Net merchants are even finding that traditional media may reach potential customers at less cost than portals. To appeal to the masses, more companies such as eToys and Priceline.com are turning to TV and radio advertising. An April Forrester survey of 47 online marketing managers found they expect to spend an average of 52% of their promotional budgets on traditional media in two years, up from 44%.

Leading services Yahoo! and AOL remain a tremendous draw for new companies piling onto the Web, analysts say. While Jupiter estimates that online commerce driven from portals will only grow slightly from 18% this year to 20% in 2002, that still translates into $8.7 billion of E-merchants' revenues, up from $2.4 billion now. In fact, AOL says it has a $1.8 billion backlog in business and a 95% renewal rate with partners in its shopping area. And portals are offering broader and deeper services than ever. All that means it's too early to sound the death knell for portals. But to continue prospering, portals will have to craft new offers that E-merchants can't refuse.

Source: Heather Green with Linda Himelstein, Business Week, June 21, 2000
Keywords: e-commerce, Marketing, Research
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