IT advertising is going from strength to strength with all participants happy

Yellow pages company Panorama Firm says its information technology (IT) portal is doing very well. Last year, Panorama signed advertising contracts worth zl. 6.25 million and contracts for this year have already reached zl. 4.7 million. "Based on data for other companies, we estimate we control about 20% of the IT-advertisement market in Poland," says Panorama's marketing department spokesperson Iwona Wardzynska. She estimates Panorama's closest competitors, Onet and Wirtualna Polska (WP), have a combined share of only 20% in IT advertising. However, Onet and WP say they have a combined 33% to 40% market share. The owner of Onet Optimus Pascal says Onet's IT portal earned zl. 8 million from advertising in 1999, and WP's portal earned a similar amount. "A thorough evaluation of the advertising market would only be possible if all portals and services reported their financial results," said Wardzynska. (Puls Biznesu, page 5) A.Z.