FREEBIE: Seventeen.com will offer free Internet service to its users through 1stUp.com Corp. — making it the first Generation Y Web site to offer this service to teens online. 1stUp is a provider of ad-supported Internet access solutions and a majority-owned operating company of CMGI Inc.
According to a Primedia spokesman, Seventeen.com users can access the entire Internet free of charge when they link to 1stUp — conceivably letting them cancel another Internet subscription.
HERE’S LISTENING TO YOU, KID: Radio is a big beneficiary of dot-com advertising. According to a new Paine Webber report, Web advertising on the radio should increase this year to $1.8 billion, up from $1.1 billion in 1999.
According to Leland Westerfeld, an analyst with PaineWebber, a big difference between 1999 and 2000 is that Internet advertising this year will be fueled largely by Web sites that have already received cash from financing, and who have an increasing revenue base to plow back into promoting brand awareness. He expects that large markets will again capture the biggest share of Web ad dollars. Last year, PW estimated that 78 percent of dot-com dollars flowed to the top 25 markets.
“From our conversations with dot-com account media planners at ad agencies, marketing of brand names to trendsetting metropolitan centers remains the priority for dot-coms, rather than extending brand-message frequency to less densely populated areas,” said Westerfield.
BUCKLEY SAYS I DO: Wendy Buckley, vice president of advertising and marketing at Ibeauty.com, has left to join Weddingchannel.com as vice president of sales and promotion.