Almost seven hundred different ‘dotcom’ brands have advertised in recent months, reports CIA director David Fletcher, who observed: 'We found that there were in fact about seven hundred brands advertising last year too; but it turns out that they were almost a completely different set of names. It seems that the ones who advertised last year have either been successfully established and no longer feel the need to advertise - or they have gone out of business.'
However, spending megabucks on advertising, some analysts argue, is unnecessary when you have a good idea. They cite lastminute.com, which sells unsold items ranging from airline tickets to holidays at discounted prices. Its site, which now receives over 500,000 hits daily, estab-lished itself with virtually no advertising, making millionaires of its founders.