J.C. Penney Co. and Hewlett-Packard are among the top marketers emphasizing the Web over traditional ads in their back-to-school campaigns, in an effort to capture the Net attention of teenagers. "It's really a test for marketers in terms of how creative and nontraditional they can be to reach teens," said Matt Britton, chief of brand development for marketing firm Mr. Youth.
Buckmaster takes questions posed by readers of Fortune magazine. Buckmaster says the "for sale" section of the online classifieds network generates the most traffic, and that sites for San Francisco, New York, Los Angeles and Seattle are the most-visited.
Web publishers are concerned that recent changes to Web usage ratings have not been adequately explained to marketers and advertisers. Digital advertising consultant Ben Crain said, "It's encouraging to see third parties demonstrating innovation, but it's still an imperfect world."