• by October 2, 2000

According to a September 2000 AdRelevance Intelligence Special Report, dot-com companies have been responsible for nearly 75% of all online advertising impressions bought and sold.

In light of the industry-identified "shakeout" currently in progress among dot-coms and due to the generally accepted conception that traditional advertisers have shown no signs of embracing online advertising, analysts are speculating that a sharp scaling-back of dot-com advertising budgets spells a potentially devastating downturn for the online advertising industry.

Contrary to this trend, Unicast's SUPERSTITIAL(R), the Internet's Commercial(TM), has seen extraordinary growth in both industry acceptance and overall advertiser usage throughout the last six months.

Over the last two quarters, Unicast has seen its SUPERSTITIAL advertiser roster increase by an average of 53 percent each quarter. Most significantly, this growth is being fueled by traditional advertisers, which have comprised approximately 87% of the new advertisers running first-time SUPERSTITIAL campaigns in this time period.

"What we at Unicast have been experiencing is of great significance to the industry -- that while there may be a slowdown in ad spending from the dot-com arena, simultaneously the traditional brands are increasing their commitment to Internet advertising solutions that deliver the effectiveness and results they demand," noted Unicast Chairman & CEO Richard V. Hopple.

"Established advertisers do not want to throw money into any online advertising venture. They rightfully seek to invest time and money into effective, proven platforms through which they can create integrated, compelling online and offline advertising experiences that deliver results. Every month, more and more traditional advertisers are discovering that the SUPERSTITIAL format fulfills their online needs."

Traditional advertisers now comprise 78% of Unicast's overall SUPERSTITIAL advertiser roster and have been responsible for 85% of all SUPERSTITIAL ads purchased to-date, coming from categories including Automotive, Electronics, Entertainment, Financial, Packaged Goods, Retail, Technology, Telecom, Travel and Public Service Announcements.

As significant, out of the top 100 leading national advertisers in 1999 by measured U.S. media spending (according to a September 25, 2000 report issued by Advertising Age in conjunction with Competitive Media Reporting), approximately 50% of the top leading national advertisers including General Motors Corp., Procter & Gamble Co., AT&T Corp., Ford Motor Co., Sears, Roebuck & Co. and Coca-Cola Co. have worked with or are working with Unicast to run SUPERSTITIAL campaigns. All of these companies are traditional advertisers.

"More and more companies are incorporating the SUPERSTITIAL format into their online ad planning and buying. With each campaign, we typically see companies increase the total impressions purchased, the total number of sites