ONLINE DIGESTS

Internet-based advertising is growing quickly in the US, but spend by mass-market consumer brands remains limited. Data compiled by Jupiter Comm-unications estimates total spend in the first quarter on the World Wide Web was $66.7m (42.5m), with advertising spend in the second quarter nearly doubling spend in the first. Mass consumer goods accounted for just 14 per cent of spend. The bulk of the remaining spend continues to be dominated by software products.

Interactive Television 1996’s organisers in Edinburgh have declared the venture a success. Alfonso Molina, chairman of the organising committee, says he aims to make the conference a regular “landmark” event. The three-day event attracted an average of 260 delegates, drawn from industry, ad agencies and academia.

Shockwave, the latest “big thing” in Website publishing, is finally bringing all-singing, all-dancing animated content to the average Web surfer. But Website authors and browsers be warned – by exploiting the audio-visual possibilities, Shock-wave effectively requires that the end-user operates high-spec equipment with huge memory.

Argos, the catalogue-based high street retailer, has revealed the total value of sales achieved over 18 months by its Internet shop-ping service to be 500. Three dozen items have been sold over the Net, representing a sales rate of two items a month.

The Audit Bureau of Circ-ulations’ British staff met US counterparts at the end of last month to discuss progress on the introduction of an Internet auditing system in the UK later this year. ABC aims to become the dominant supplier of services validating the measurement of Website audiences in the UK.

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