People have made billions of dollars making things easier for public at large. So, why can't you enhance your bottom line same way? If you want people to be attracted enough to your business to actually place an order, you've got to make it easier for them to use you instead of competition.

But before you make call to Monster.com to ask who places their advertising, you may want to consider these statistics from Jupiter Media Metrix, and premier online advertising tracking company:

· Online advertising accounts for under 2 percent of total advertising. If all goes well (and right now online advertising is not going well at all), research company predicts that will rise to 5.2 percent in five years.

· Online advertising rose an impressive 69 percent last year, but this year online ad revenue is only expected to rise 12 percent, and over next five years, growth will hover below 15 or 20 percent each year. This means online advertising will have to fight hard to rise to level of billboard advertising.

· Jupiter also reported that advertisers have their doubts about online advertising. Advertisers believe Internet ads do not reach enough people and are too expensive.

· More bad news for those who want to sell ads is Jupiter's finding that cost of Internet advertising has fallen 30 percent over past year and these costs are expected to keep falling into fall of 2001.

Online advertising is one of casualties of dot com crash. "Online advertising was built on false expectations set up in Internet bubble when everyone believed Net was magical and didn't need to be measured," said Carla Hendra, president of OgilvyOne North America, a major online advertising firm. "For first few years, if someone looked at a Web site and said 'cool,' that was enough. Now clients are becoming more conservative."