CEO • Author • Speaker
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CEO • Author • Speaker
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New Media (Mediaweek - 356 words - April 29, 1996)By Cathy Taylor One of the advertising industry's top new media executives has decided to find out how
the other half of the new media population lives. Greg Stuart, senior vp/director of
interactive communications at Wunderman Cato Johnson, is moving to entertainment Internet
company Interactive Imaginations as executive vp/director of marketing. The company, which
specializes in online entertainment that incorporates advertiser products, produces
www.riddler.com, a site that lets computer users compete for prizes.Earlier this month,
Random House made an equity investment in Interactive Imaginations and signed a publishing
and licensing deal with the company. C/Net: The Computer Network is launching two new cable TV shows that will complement its
existing C/Net Central series. The shows, launching on the USA Networks-owned Sci-Fi
Channel on July 7, will run as a two-hour block along with C/Net Central. One program, The
Web, will focus on online culture. The second show, The New Edge, will deal with new
technological advancements. C/Net currently has three sites on the Web: cnet.com;
shareware.com, a site devoted to free downloadable software; and search.com, a compendium
of Internet search engines. To click or not to click. That is the question facing Internet surfers as they make their way through the
increasingly advertising-splattered Web. However, data about who clicks on the ad banners
has not been nearly as easy to find. Until now. Earlier this month, I/PRO and Nielsen
Media Research issued the first official study of advertising click rates. The partners
compiled their data from surfers who visit Web Review, a digizine produced by Songline
Studios, a Sebastopol, Calif.- based company partially owned by America Online. The study
showed that the average click rate on Web Review was 7.9 percent, with a range from 2.4
percent on the low end and 17.9 percent on the high end. That might not sound very high,
but the Web Review data compares favorably to response rates in other direct-marketing
media. The study also showed that usage of the site peaked at about 3 p.m., bolstering
claims that most Internet surfing takes place on company time. Copyright © 1997 ASM Communications. All rights reserved. |
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