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May 23, 2000
Article & Phase2Media Bring Offline Advertisers to Online Space

SUMMARY: No summary available.
Having already partnered for ads with and, earlier this month teamed with NYC Internet ad-sales and marketing firm Phase2Media to serve offline advertisers.

Herndon, Va.-based (whose personalized email reminders keep more than 13.5 million customers aware of important dates) has been waiting for offline advertisers “to take notice of low-cost distribution on the Web,” says VP of Marketing Melissa Radin.

And isn’t just going after any old offline company –- it wants the biggest (see its BellSouth deal!). “Clearly, as companies like Wal-Mart and Home Depot go online, you sort of look out there and say, ‘These are marquee clients that we want to get,’” Radin tells us. “You go through the wish list: What kind of [bricks & mortar] company will eventually bring their client base to the Internet?

“Our strategy is not to forget the dot-coms,” she says. “We still think there will be tremendous advertising sales to online companies. We see no evidence of online companies that advertise cutting back. We just know we have to do both.”

Radin’s Tips: “We find there is more relationship-building with an offline company than with an online company.” Chasing traditional, offline companies also “changes the way our sales force works. While we haven’t sponsored a golf tournament in the past, maybe we should now. Where do those guys go?”
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