| Although many pundits have concluded
that the Web was a passing fad, the
president of Yahoo, Jeffrey Mallett, predicts that the
explosive growth will continue.
In two years, the number of Internet
users is expected to double. Furthermore,
the online expenditures is expected
to quadruple to a trillion dollars.
The Web is expected to change from
something merely interesting to something
essential for better everyday living.
It also has the significant advantages that it
is interactive and therefore potentially more engaging
than traditional media such as magazines, radio and television.
It is also measurable in that advertisers
and companies can analyze and verify
the success of their strategies, which
is not a possibility in traditional media.