Ad Network For Weather Channel Interactive?
"Certainly a vertical network makes a whole lot of sense to us," said Fiveash, when asked about the topic following his presentation on online media fragmentation. During his talk he also cited "Martha's Circle," the home-focused ad network started by Martha Stewart Living Omnimedia, as an innovative response to audience fragmentation.
He also noted that his company's core subject--the weather--lends itself to building a network around because it touches on so many aspects of life. "The weather gets you to so many things, the possibilities are limitless," he said.