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Site Unseen

Spruce up your banner ads or say goodbye to prospects.

You advertise on the Web, right? Sure you do, because with the online advertising market expected to reach $7.7 billion by 2002 (according to Jupiter Communications), you'd be foolish not to. But if you want to make sure your prospects see those ads, you'd better make them interesting and compelling--because you may soon lose your audience.

A new generation of surfing tools has been created precisely to block ads--just what you don't want. InterMute ( and AtGuard (, for instance, block banner ads, animated GIFs, pop-up screens and even background sound--which greatly cutting down site load times.

How do you compete with a quicker load time? Make your ads so intriguing and worthwhile that surfers won't want to block them for fear they'll be missing out. Sure, it's a daunting task, but you've got 7.7 billion reasons to try.

To contact Robert McGarvey, e-mail him at

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This article was originally published in the September 1999 print edition of Entrepreneur with the headline: Site Unseen.

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