MONSTER.COM AMONG THREE ALREADY A PART OF ABC'S SUPER BOWL

          Super Bowl veteran Visa, "rookie" AutoNation (see THE
     DAILY, 7/15) and "even second year upstart advertiser"
     Monster.com are "already planning" ad buys on ABC's
     broadcast of Super Bowl XXXIV, according to John Thorsberg
     of CBS MarketWatch.  Monster.com CEO Jeff Taylor, on Super
     Bowl advertising: "Once you start you can't stop." 
     Monster.com has secured spots in the first and fourth
     quarters of the game, as well as two pre-game slots,
     "because of the global recognition and the continuing
     goodwill from the first effort."  Taylor said his company's
     Super Bowl expenditure this year "only ended up being less
     than 10 percent of our $35 million advertising overall," and
     that its business "was about 30 percent up, overall, because
     of 90 seconds of Super Bowl advertising."  Visa Dir of
     Corporate Relations Lorne Fisher said the company has "a
     minute" of ad time secured for the game, "whether it's one
     60-second spot or two 30's" (CBS MarketWatch, 7/16).