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Netscape unveils $30m Netcenter ad campaign

AOL tactics employed to push Netcenter as number one portal

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Netscape is to spend a whopping $30 million next year to promote its Netcenter Web portal. The company said it will advertise on US TV, Radio, the Web, billboards and in print. Netscape's plan marks a new phase in the portal wars. Netcenter, Yahoo! Infoseek, Excite and co. have so far been keen to increase their user bases by buying smaller Web sites and paying each other to link into their sites in the hope that current users will shift their loyalty from one portal to another. Big league advertising has not, until now, figured in portals' promotional plans. Of course, AOL, Netscape's would-be buyer, is no stranger to mass advertising, so it's not hard to imagine where the inspiration for the Netcenter campaign has come from. The motivation, on the other hand, is almost certainly an attempt to respond to the launch of the new Disney/Infoseek portal, the Go Network, which will undoubtedly become the focus of a major, Disney-funded promotional campaign. Go's launch has raised the stakes, and Netcenter is bidding accordingly. ®

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