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June 2, 1997updated 05 Sep 2016 12:01pm

IS NETSCAPE WASTING ITS AD BUDGET ON THE WEB?

By CBR Staff Writer

Suck.com reckons Microsoft and Netscape’s media buying habits are somewhat contrary to their own hopes and in the latter’s case may be missing the very people they’re after. Despite Bill Gates grooming Redmond as a media powerhouse, including all electronic media, the company spent more than 10 times as much on print and TV advertising as it did on web ads: $137.5m compared to $13m, according to figures in Advertising Age. However, Netscape may be wasting a great deal of the $5.7m it spent on web ads last year as opposed to just $1.35m on print and nothing on TV. But according to a new survey by the American Management Association, less than half of all executives and managers spend more than four hours a week on the web, so maybe the Mountain Viewers would be better served directing its budget elsewhere.

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