Web Advertising Explodes In 97

Internet advertising revenues reached record levels in 1997 of nearly $600 million, up 150% over 1996 spending of $236 million, according to Electronic Advertising & Marketplace Report (EAMR), a Web advertising tracking newsletter published by Cowles/Simba Information. Search engines dominated advertising buys again this year with Yahoo the top ad-supported site for the second year in a row with income of $53.2 million, up 180% over 1996, followed by Excite at $40.2 million, up 171% over 1996. EAMR tracks Web revenues on a monthly basis, surveying leading ad-supported sites and projecting an industry total based on the estimated percentage of revenue these sites represent.