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Verizon Wireless Becomes Major Netbook Advertiser: IFR

Niagara Falls,
N.Y. – Verizon Wireless has become an aggressive promoter of netbooks, based on
the frequency of netbook newspaper ads, IFR

During the
second quarter, Verizon
took the No. 2 spot in newspaper advertising of netbooks with screen sizes 10.2
inches or smaller, IFR said. The company tracks advertised pricing by
U.S. and Canada retailers in run-of-press newspaper ads and newspaper inserts
placed in the country’s top 100 newspapers. IFR also tracks placement of
products by more than 2,000 retailers across the U.S. and Canada.

In newspapers, Verizon
posted a 7.1 percent share of all retail netbook ads during the quarter,
outpaced only by Best Buy with a 28.2 percent share. The other top five netbook
advertisers in the quarter were Radio Shack with 6.8 percent, hhgregg with 6.2
percent, and Staples with 6 percent, respectively.

IFR also found
that Fry’s Electronics posted the biggest drop in netbook advertising share
from the first to second quarters, dropping from second place with 11 percent
to 10th place with 3.5 percent.

All told,
newspaper advertising of netbooks with screen sizes of 10.2 inches or smaller
has been rising sharply since 2008, IFR said. In 2008, netbook’s share of notebook-PC
advertising grew from 2.8 percent in 2008 to 12.7 percent in the first half of

In the second
quarter of 2009, the most-advertised netbook was Verizon’s subsidized HP Mini
1151NR, which accounted for 7.1 percent of netbook ad placements in the
quarter. Verizon advertised the unit at $199.99 after $50 mail-in rebate and
two-year contract in May and June. Next was Acer’s Aspire One A150-1635 at 7
percent and promoted by 11 retailers, including Staples at a net price of $299 and
Florida-based BrandsMart USA at the lowest net price of $248, IFR said. The
third most advertised netbook was the HP Mini 1030NR at 5.8 percent and sold exclusively
by Best Buy at $329 in June.