1999 Media Outlook Interactive
George Garrick, Flycast Communications, Inc.
The honeymoon period for the worldwide web is nearing its end. Slowly but surely, the Web is being accepted by marketers and advertisers as a mainstream consumer medium. This is evidenced by both the rapid growth in Web ad spending, and the explosion of e-commerce business, experienced this past holiday shopping season.
As the Web matures, it will shift from being new media to being just media. Increasingly, Web media will have to fit in with norms and practices which are widely employed in other media. Specifically, Web...