MEL FARR
LINCOLN
MERCURY
CONTINENTAL
"Best Deal In Town"
t;.
AlO11111111, A
LEASE $
24 MOS.
...Ma. /b..
339mo.
quity Trade Program.
We Pay Off Your Trade
Regardless of How
Much You Owe!'
WEB page 55
TA
MAZDA • VW
NEW'97 TOYOTA CAMRY LE OR NEW'97 MAZDA 626 LX
Over 75
Available at
Similar
Savings!
170508, Leather, nicely equipped,
$2900 down, $350 Sec. Dep. 24,000
miles closed end lease- 24 mos.
17958, Auto., air, pwr. pkg., gold pkg., elite
pkg., rear spoiler, mud guards, woodgrain
dash and more. $2310 down, $200 Sec. Dep.
COLN MARK VIII
17959 Auto,. air, pwr. pkg., am/fm/cass.,
rear defrost and more! $1922 down, $200
Sec. Dep.
NEW '97 TOYOTA COROLLA DX
Over 47
Available at
Similar
Savings!
LEASE $11nr,*
24 MOS. 000 411....
MO.
4178 Highland
Rd. Waterford
Ask For Lou Gordo
170397, Leather, nicely equipped,
$2900 down, plus $500 Rebate down,
$425 Sec. Dep. 24,000 miles closed
end lease - 24 mos.
12961, Auto., air, arrVfm/cass., woodgrain dash, gold pkg., rear spoi et and more!
$1971 down, $175 Sec. Dep.
CALL NOW! 24 HOUR INFORMATION CENTER 1765 S. Telegraph Rd.
Bloomfield Hills
1-800-MEL-FARR
* All prices plus tax, title, plate, lic., doc., and destination and acquisition fees. Leases all require 1st mo. & sec. dep. plus down pymt. Based on conventional financing. To get pymt. multiply by no. of
mos. Option to purchase at lease end for predetermined amt. Price determined at lease inception. 15,000 mile/yr. limit on leases. 11c per mile excess (12,000 miles/yr. limit on Import leases, 10e
mile excess). Lessee responsible for excessive wear & tear. Dealer not responsible for typographical errors. Pictures may not represent actual vehicles on sale. Poor sales excluded. Dealer
financing on select , vehicles only. Others require conventional credit approval. ACustomer must meet min. down pymt. requirements for approved credit w/ FMCC. Valid on 2 or 3 yr. Red Carpet
Leases only. Valid on new vehicle leases only. On vehicles of greater value than pay-off of trade-in. Difference between cash value & of trade & pay-off amt. will be added to cost of new lease.
Pymts. on lease may increase accordingly. The difference may be paid. up front w/ down pymt. on lease it customer chooses.SALE ENDS Friday January 17th, 1997 at 6 p.m.
n
E
T
R
SERVICING ALL
OF OAKLAND
COUNTY
• Residential and Commercial
• Personal and Customized Services
• 100% Customer Retention and Satisfaction
• Non-Profits Call For Your Free Account
(810) 334-5492 or (810) 335-1309
SpeedLink
U)
A Division of Sp eedNet, Inc.
.
TH E DET RO
LU
58
htlp://www.speedlink.net • e-mail: speed@speedlink.net • 534/2 West Huron Street, Suite 211 • Pontiac
Get Results...
Advertise in our new Entertainment Section!
Cali The
Department (810) 354-7123 Ext. .209
THE JEWISH NEWS
Online Marketing's Jeff Dwoskin checks a Web site.
wide through their Web sites.
Whether marketing on the In-
ternet can improve the bottom
line is still an open question for
many business. But the growing
awareness of the Internet has
softened the initial skepticism.
Last February, Greenlake
Communications had 12 em-
ployees who spent most of their
time educating prospective
clients on the merits of market-
ing on the Internet. Today,
Greenlake, a Southfield-based
firm, has 63 employees selling
and creating Web sites. Big-
name clients include Ford,
Mazda, General Motors and
Campbell Ewald.
"People now understand they
have to get to the Internet," said
Lynn Hostetter, Greenlake pres-
ident. "But that's not to say they
understand how to get there."
The proliferation of Web sites,
some predict, means the equiva-
lent of an interactive directory of
products and services similar to
Ameritech's Yellow Pages. Ms.
Hostetter draws analogies to the
infancy of television and the per-
sonal computer industry. "Peo-
ple bought television because of
the programs, not because of the
technology," she said. "The In-
ternet is creating the need for
more ways to use communica-
tion."
The on-line marketing indus-
try, according to Ms. Hostetter,
will continue in a high-growth
phase until the second half of
1997 when, she predicts, weak-
er firms will be weeded out.
Those companies who succeed
will keep up with the Web-site
trend of high-speed, interactivi-
ty, animation and real-time
video. Online Marketing of
Southfield claims that they're
"pushing the limitations" in
building Web sites.
"We give our clients an 'Inter-
net atbitude,' " said Jeff DWoskin,
vice president of Online Mar-
keting. "The Internet is soft sell,
a resource so the consumer can
contact the company if they
want. You're not shoving prod-
ucts down their throat."
The soft-sell model often cited
is the Ragu web site, which up-
dates a list of Italian recipes. Of
course, an essential ingredient
in all the recipes is Ragu's sauce.
Online Marketing was estab-
lished by Mr. Dwoskin, his broth-
er Jon, and close friend Scott
Segal in June of 1995. The com-
pany presents the attitude and
look of many of today's Internet
entrepreneurs: a generation
reared on computers and elec-
tronic games, technological in-
novations, risk taking — and
youthful. The principals of On-
line Marketing are in their mid-
20s.
"We deal with multi-million
dollar companies and you walk
into a meeting with the CEO in
their 50s and you try to educate
them," said Jon Dwoskin, who
noted that his company has been
around since the beginning of the
industry — one-and-a-half years
ago.
With a broader sense of the
history of advertising, Jon
Dwoskin often explains that it
took television 30 years to catch
on, and that medium was high-
ly controversial and viewed skep-
tically. "We look at what a
company is doing in advertising
and marketing, then tailor their
Internet site accordingly," he
said.
To date, Online Marketing has
nearly 300 clients. Their revenue
has increased 500 percent in
their first year, greatly beyond
their start-up projection.
Unlike broadcast commercials,
marketing on the Internet can
be tracked every time a user vis-
its a Web site and makes a choice
with the click of a mouse. Online
Marketing reports include the
length of time a user visited the
site, location of the user and the
order of choices made.
That method of "clicking and
choosing" while in front of a corn-
puter screen has become as sec-
ond nature as picking up a phone
and dialing. "Everyone doing
business will have to be on-line
by 2000," said Jon Dwoskin, who
predicts that the $400 million in
retail business on the Internet
will exceed $10 billion by 2000.