Online Self-Help Site Launches TV Campaign

  • February 6, 2006
Waterfront Media, a firm that provides Web presence to self-help book authors, will Tuesday kick off its first-ever TV ad campaign to promote SouthBeachDiet.com, the online presence of the South Beach Diet books and products. "When we look at our DB, the demo and profile of our customer is very much 35- to-50-year-old women, and we know that we can reach that audience in large masses on television," said Mike Keriakos, Waterfront executive vice president. Keriakos stressed that the plan for Waterfront was not to decrease online spending, but rather to increase their overall ad spend so that the proportion of TV dollars matched that of online. Waterfront Media CEO Ben Wolin added that if the TV ad campaign pans out, the TV ads will be extended to other Waterfront properties. FCB created the ads.

--Shankar Gupta

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