Tech Bytes: Net Advertising Hit $301 Million Last Year

Companies spent $301 million advertising on the Internet and on-line services in 1996, according to a Jupiter Communications survey.

The advertising figure is growing rapidly; the 1996 total is five times 1995's. The $102.4 million spent in the fourth quarter was four times the first-quarter total.

"While on-line is still a speck on the media buyer's map, growth like this helps legitimize the medium," said Peter Storck, director of Jupiter's Online Advertising Group.

Netscape Communications Corp. reaped the most in Web ad revenues, $27.7 million. Next came the search engines Yahoo ($20.6 million), Infoseek ($18.1 million), Lycos ($12.8 million), and Excite ($12.2 million).

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