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Relaunched Ad Bargains Redefine Media Buying

With its recent relaunch, Ad Bargains is trying to redefine how advertisers buy media by letting them click on a newspaper, radio or Web advertising option, check its price and order online. And that, says president Jack Denneboom, could make it the Expedia of the space and really shake up traditional media buying.

"We're changing the way small- and medium-size advertisers will shop for and buy media," he says. "The Internet is enabling this change." And while some industry folks agree that -- if successful -- it could threaten some traditional media buying, skeptics remain.

"It seems very cookie cutter and very generic," says Corinna Matteliano, media supervisor at Gaggi MediaCommunications Inc. "There are probably some that it might affect, but I don't really see the impact happening any time soon."

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