• The Wall Street Journal (subscription required), Monday, March 12, 2007 3:30 PM

Revlon's Mitchum deodorant is the latest marketer to cut a deal with Hanger Network, a small New York firm that has hooked up with a laundry-supply firm to make and distribute hangers carrying ads to dry cleaners around the U.S. The hangers--made from recycled paper board--are called EcoHangers.

Mitchum's ads for its new Smart Solid product aimed at men will begin appearing next month in Northeastern cities. There are eight taglines, each intended to underline Smart Solid's promise not to leave a white residue on clothing as other antiperspirants do. Among the ad lines: "You won't find white residue on a Mitchum Man's shirt. Chilidog stains are another story."

The Hanger Network says that it typically seeks prices of $45 for every thousand hangers carrying an ad. By comparison, high-profile sporting events on television--such as the Daytona 500 auto race--carry about a $30 CPM.

Bob Kantor, CEO of Hanger Network, says he commands such steep prices because his firm can target placement of its ads very precisely, using ZIP code targeting.

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