COMMUNITY INTEREST (1)

From the survey, Media Metrix in 2000, the World Top 500 companies Fortune magazine, increasing its activity and contribute more than previous years in the advertising revenue on the Internet. From the top 500 Fortune companies are all using the ads on-line (having a web site). Advertising and marketing of its one-to-one, targeted marketing, can be very expensive. However, advertising is also offering lucrative profits. For example, according to Taylor (1997), which targets ads based on proven highly effective success for Lexus cars (169 dollars per car is sold). Focusing more advertising to target communities (groups) rather than to individuals also proved highly cost-effective. One community on the Internet is a community of interest. Community of interest consists of people who interact on a particular topic, such as entertainment topics, family topics, topics plantations, the topic of weather and so on. Successful examples of companies that perform segmentation by community interest is music retailer N2K industry. N2K developed fairly quickly after joining the Telebase, which operates the Internet music store, which is Music Boulevard (www.musicboulevard.com) This site contains information which varies according to the chill enthusiasts, such as artist biographies, tour schedule, music samples, and study about music. N2K sells CDs, T-shirts and accessories. Income reached 85,000 dollars in the first three months after the merger with Telebase. N2K that if only one web site for all enthusiasts felt less.  

Finally, more specialized N2K by dividing the demand into a jazz group (www.jazzcentralstation.com) classical music (www.classicainsite.com) and rock (www.rocktroplis.com). N2K income rose dramatically from 85,000 dollars to 450,000 dollars in three months and to 3.6 million dollars in one year later. To be able to compete with Amazon.com and become the largest online music store, finally N2K merged with CDNow. Analysts said that the merger of two online music retailers are increasingly intense competition marks the online music retailing. The report from The Wall Street Journal the merger of CDNow and N2K by using brand CDNow (www.cdnow.con) dominate the market around 45% or about 1.2 million subscribers. N2K and CDNow spend money to fight with Amazon.com. N2K took America Online, Ntscape, Excite and webtv, while CDNow associated with Yahoo and Lycos.