Internet search vendors' seek new revenue opportunities; New IDC study examines search vendors' strategies for developing advertising business models.

FRAMINGHAM, Mass.--(BUSINESS WIRE)--July 29, 1996--The advent of the World Wide Web and the associated Internet explosion has caused Internet search sites to be among the most popular on the Internet.

According to a new research study from International Data Corporation (IDC), users have flocked to search sites and advertisers have followed.

This study reveals the emergence of an advertising business model has caused many search vendors to seek media executives, partner with content creators, and contract with advertising sales firms to add the required sales and marketing savvy.

"In light of the Internet's compressed time frames, partnerships have already proven a crucial means for firms to improve and extend both sales and technical core competencies," said Ted Julian, research manager of IDC's Internet Commerce research program. "Ultimately, the technical barriers to entry are relatively low; creative marketing and salesmanship are what will differentiate successful search firms."

IDC believes the extent to which search firms are successful will be a good measure for the Internet's development as a business medium overall. This is due to the fact advertising is still the primary way in which money is being made on the Internet.

This bulletin, Internet Search Vendors' Search for Profits (IDC #11738) examines the emerging opportunities available to search vendors as they seek to develop the sales and marketing savvy necessary to differentiate themselves from the competition. The research includes detailed profiles of the leading search firms and examines the challenges they face, and the strategies they are using to capitalize on new market opportunities.

This research is available for purchase by contacting Cheryl Toffel at [phone]. For additional information about IDC's Internet Commerce research program, please contact Elizabeth Freedman at [phone].

About IDC

International Data Corporation is the world's leading provider of information technology data, analysis, and consulting. With research centers in more than 40 countries and more than 300 research analysts worldwide, IDC is uniquely positioned to provide a global perspective on IT market and technology trends.

IDC's subsidiary, IDC/LINK, specializes in the convergence of the information, telecommunications, personal computing, and electronic entertainment industries.

Based in Framingham, Mass., IDC is a subsidiary of International Data Group (IDG), the world's largest publisher of computer-related information and the leading global provider of information services on information technology.

Additional IDC information/copies of recent news releases can be found on IDC's web site (http://www.idcresearch.com).

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CONTACT: Elizabeth Freedman, Group Marketing Manager

Phone: [phone] or Fax: [phone]

Internet: [e-mail]

or

Ted Julian, Research Manager, Internet Commerce

Phone: [phone] or Fax: [phone]

Internet: [e-mail]