Intel mandates 35% on web

Intel has put a new rule into its Intel Inside program -- 35% of spending must be online.

It seems common-sense that a technology company would put its marketing money where its customers are, though whether 35% is the appropriate percentage is of course open to debate. Some of Intel's major partners, who are technology companies themselves, apparently think it's too high, since they have not been putting that much into online advertising. The linked article cites HP at 23.6%, Dell 18.9%, and Toshiba 19.1%.

Putting a minimum or maximum on co-op/mdf spending is not unusual in the durables and B2B arenas, so what Intel is doing is new only in terms of the medium involved.

It is, of course, yet another piece of bad news for the traditional media.