Online Publishers Launch Advertising Consortium
Posted on June 27, 2002Five online publishers have announced the formation of an advertising sales consortium known as the At-Work Brand Network. The network includes CBS MarketWatch, CNET Networks, NYTimes.com, USAToday.com and Weather.com. The interactive ad agencies Avenue A and White Horse have positioned their client, AT&T Wireless, as the Network's launch customer.
"We're doing something that is unique to the online advertising space, that you would not see in traditional media," said CBS MarketWatch EVP of Sales & Marketing, Scot McLernon. "The At-Work Brand Network creates an online advertising vehicle of the utmost prestige, bringing together five of the nation's best-known online media companies. It is the perfect environment for clients to work creatively with five sites at once, to reach the most sophisticated readers using the Web during the work day."
The Network provides advertisers with a one-order, one-report system, compared with dealing with five separate publishers. The agency or client only needs to submit their creative advertising units to one party for distribution across the entire network.
Jason Krebs, VP of Sales at NYTimes.com, added, "We look forward to working with other agencies and advertisers who seek to leverage this type of buy to maximize the power of their online campaigns."