• That's Rich: Predictions for 2002
    I guess it’s time to make my predictions for 2002. I really don’t sound too enthusiastic, do I? The truth is, there really isn’t that much to predict for 2002. The big movements on the Internet are pretty much over, at least for next year. Next year is a period of refinement, consolidation, and clean-up. So rather than 2002 predictions, these are more like 2002 predilections. Email. The big question for 2002 is: What is going to happen with email? This is one of those subjects that the email guys feel a bit ambivalent about: No one wants to …
  • Case Study: Kmart Online: A Good Thing?
    The giant retailer has changed its online business model several times, but has also learned valuable lessons along the way. It’s tough to imagine how Kmart, the third largest retailer in the U.S., a granddaddy of mass-retailing with more than 2,100 super-center outlets serving all 50 states, the Caribbean Islands, and Asia Pacific, could fail with its first foray into the online world. After all, roughly 85 percent of this country’s population lives within 15 minutes of a Kmart store, and the company mails roughly 70 million advertising circulars each week. If you can’t drive traffic with these kinds of …
  • Agency Profile: Mass Transit Interactive
    To reposition itself in a tough advertising climate, this small online agency went back to its direct-marketing roots. After years of prosperity, Mass Transit Interactive, like many small New York City based online advertising agencies, was finding it hard to survive and grow in a tough advertising economy. So cofounders Jason Heller and Jason Burnham decided to get back to their direct marketing roots and reposition the company. Today, Mass Transit is positioned as a “Brand Response” interactive marketing firm that focuses mainly on media planning, buying, and management, but with a third of its business now engaged in …
  • Online Reports Online
    You can conduct primary research online, gather topline statistics online, and of course, locate and purchase more in-depth studies and reports online. Not only can you find these reports quickly, many of them can be downloaded immediately. Here are summaries of a few of the hundreds of reports currently available.Net Advertising: Where Are We Now? CyberAtlas Research, PDF $295 How do marketers feel about Internet advertising. What have they tried? What did they hope to accomplish? Was it cost-effective? Were they satisfied with their return? Of the 300-plus potential respondents who volunteered to take part in the survey, more …
  • Future Tool: DataPop
    CMP Media TechWeb, a suite of sites from CMP Media, publisher of InfoWeek, Internet Week, and other tech magazines, has developed a new online ad format that helps advertisers reach surfers more interested in reading content than advertising. DataPop installs a clickable icon atop a banner that when clicked allows surfers to receive email from the advertiser. Surfers can continue reading content without stopping to read advertising material. “It provides a service for surfers who won’t click on an ad and gives advertisers the opportunity to save a banner for later action,” says Michael Grover, CMP Media Tech Web’s …
  • Reports From the Media Frontiers: Buy Lines, December 2001
    Streaming Portal Sales by Ken Liebeskind, MediaPost Staff Writer The major portals are now streaming a significant amount of advertising into their entertainment areas, with the advertising sold by both the portals and the content providers, who usually share the revenue. Mondo Media, which sends eight animated shows to Yahoo and MSN, sells its own advertising, with the portals selling ads, too. Revenue is generally, but not always, shared. Jonathon Marlow, Mondo’s director of business development, says both Yahoo and MSN sell gateway ads that appear before Mondo’s animations start. Mondo also sells its own ad package that includes …
  • InternetUniversity: HTML Email
    Receiving formatted text, links, and graphics in emails has become an everyday occurrence for most people with email accounts. Here’s how they work. Your email client (Microsoft Outlook or Netscape Messenger) treats HTML email the same way your Internet browser treats web pages. This works because that’s what HTML email is: web pages that happen to appear in your inbox. In order for your client to recognize this, the email has to possess certain characteristics. All emails have headers that contain information on where the email is from, where it’s going, the subject, etc. One of these, the “Content-Type” …
  • Clickpicks: AAF.org
    The American Advertising Federation is a nationwide network of ad professionals, from agencies to local advertising clubs. Its website, www.aaf.org, is a comprehensive look at the organization, the events it sponsors, and initiatives it promotes. The main page has links to news, upcoming events, and streaming media. AAF.org covers government affairs and reports on the AAF lobbying efforts to protect and foster advertising. The site also profiles the organization’s promotion of and commitment to multiculturalism and diversity in the advertising industry. The corporate section of the site explores how AAF brings together advertisers, agencies, and media to yield …
  • FutureTool: Turn On Media
    Pop-up ads increasingly appear when you open web pages. Soon they may begin popping up when you start your computer. “The technology enables marketers to put content on the PC at boot-up time," says Ian Cross, vice president of marketing for Turn On Media, a division of Insyde Software of Westborough, Mass., that introduced Turn On Media last month. After the ads play, users can click a link to go directly to an advertiser's web page or hit Escape and return to the boot-up process. The technology is a player, a piece of software users load into their computers …
  • Reports From the Media Frontiers: January 2002
    StreamingNet Radio Ad Sales by Ken Liebeskind, MediaPost Staff Writer The major problem with selling advertising for Internet radio so far has been audience size. With small audiences, it’s hard to sell advertising and radio stations tend to not sell it at all, leaving ad sales to the streaming providers who do it in addition to streaming the signals. “The cume on the Net is a small percentage of what they have on air,” says Joseph Rozenfeld, senior vice president of product development for Chaincast Networks, a radio streamer that acquired StreamAudio earlier this year. “If the cume …
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