Types of portals

Portals vary in scope and in the services they offer, so naturally terms have evolved to describe the different types of portals. It is useful, in particular, for marketers to understand these terms since they act as a checklist that companies are represented on the different types of portals. Table 2.8 shows different types of portals. It is apparent that there is overlap between the different types of portal. Yahoo! for instance, is a horizontal portal since it offers a range of services, but it has also been developed as a geographical portal for different countries and, in the USA, even for different cities. Many vertical and marketplace portals such as Chemdex and many Vertical Net sites (now VertMarkets (www.vertmarkets.com)) which were created at the height of the dot-com boom proved unsustainable and have largely been replaced by online versions of trader magazines for these markets.

Table 2.8 Portal characteristics
Advertising With Circulars

Advertising With Circulars

Co-op Mailing means that two or more businesses share in the cost and distribution of a direct mail campaign. It's kind of like having you and another non-competing business split the cost of printing, assembling and mailing an advertising flyer to a shared same market base.

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