(Continued)

Surprisingly, this week was fairly busy in the news, so without further delay, let's get to it right away.

The week started when some interestingly new numbers from Australia hit the media. It is said that the PPC (Pay per Click) search industry in Australia will be worth about $70 million in 2004, and will grow to about $250 million in 2008, as the demand for pay-per-click advertising grows in the 'land from down-under'.

These findings are in the first independent analysis of this burgeoning category of online advertising, to be released next week by Frost & Sullivan. The industry's strength was in its "cost per lead" model, the report says. Advertisers only pay for each click through to their website — as opposed to paying per ad viewed (one of the reasons for the downfall of online banner advertising) or paying for each sale generated.

The price per click paid by advertisers ranged from 10 cents to a staggering $58, Frost & Sullivan senior analyst Foad Fadaghi said. Eighty-six per cent of advertisers surveyed said they were satisfied with the return on investment from search marketing.

On Monday, news came that Sensis, which owns the Yellow and White Pages telephone directory businesses, will unveil its new youth-focussed Internet search engine at a briefing for analysts and media next Tuesday. But industry observers are mostly interested in how classified newspaper "The Trading Post" will integrate with Sensis, after it was purchased for $636 million in March.

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