BUSINESSWEEK ONLINE:   Business Week ebiz
DATA MINE Nov. 17, 1999 Most Mass-Market Retailers Aren't Tailoring Their Ads Online advertisers are beginning to realize that Web sites that target Christians, gays, Asians, women, Hispanics, and African Americans are a way to reach these groups. But not all of them are tailoring their ads to the demographics. Instead, they're buying general-purpose ads at sites that cater to these groups. For example, 30.8% of ads on Christian sites are general-purpose ads by mass-market retailers, while 3.8% are ads from mass-market retailers specifically tailored to Christians -- portraying Christian families, for instance. And 53.8% are of products for Christians in ads created especially for them.   General ads from mass-market retailers Ads tailored to the group from mass-market retailers Ads tailored to the group by niche retailers Percentage of ads that demographic Web sites get from different advertisers Christians 30.8% 3.8% 53.8% Gays 50 16.7 33.3 Asians 50 0 50 Women 42.9 0 57.1 Hispanics 95 0 5 African Americans 58.6 31 10.3 DATA: Computer Economics Inc. _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ BACK TO TOP					MORE NUGGETS The Mother Lode Collected nuggets from Data Mine