The Great Portal Purge

As battered dot-coms pull ads, a shakeout looms

Last year, 1-800-Flowers.com was a company so sold on the idea of portal advertising that it spent itself into the red to expand its marketing presence on the gateway Internet sites. Including some existing ads on AOL, the flower seller spent tens of millions on online advertising. The money went to such well-known portals as MSN, Excite, and Yahoo!, as well as to lesser known ones such as eCircles.com.

To continue reading this article you must be a Bloomberg Professional Service Subscriber.