AltaVista Plans $60 Million Campaign

AltaVista, the Internet search engine that will be spun off by Compaq Computer Corp., reportedly plans to launch an aggressive $60 million brand development and electronic commerce marketing campaign this year.

Rod Schrock, president and chief executive of AltaVista, told Reuters the company expects “to become one of the top three Web-based revenue-generating companies by the end of the year 2002.”

“We’re going to measure ourselves not on Web site traffic or audience reach, but on revenue results,” said Schrock, a long-time computer executive with Compaq.

Schrock said AltaVista plans to invest heavily in a television, print and online marketing campaign to build recognition for its name and Web site.

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