Local TV Websites Target National Advertisers|
Nearly 150 local TV stations launched on Monday a network of websites that will compete for national advertisers with the news sections of the Internet portal giants.
The aggregated online advertising network, called the Local Media Network, includes major market stations WABC in New York, KABC in Los Angeles and WLS in Chicago, all owned by the ABC network, as well as websites from other broadcast groups, such as Liberty, The New York Times and Meredith.
ABC is the only major network that owns stations within LMN.
ABC and New York-based WorldNow, which provides Internet technology for more than 200 local media sites and built the LMN advertising platform, formed the network to compete for national advertisers with Yahoo Inc., Microsoft Corp.'s MSN, America Online Inc. and Google Inc.
LMN will pitch advertisers on its ability to target local markets as a whole, in groups or individually, Allison Bodenmann, executive vice president of national sales for WorldNow, said. The network has a combined monthly traffic of 20 million unique visitors.
"The network will attract advertisers the stations wouldn't necessarily be able to hook up with and sell sponsorships on their own," Bodenmann said. "We're only talking to national advertisers, so we won't be competing with local TV stations for their ad dollars."
LMN will share advertising revenue with the local TV stations.
While the Internet portals have entered local markets by offering visitors the ability to search for products and services, LMN stations are more closely tied to the communities they serve, offering news, weather, sports and information on community events and activities, Bodenmann said. In addition, the sites have expanded into specialty areas, such as cooking and healthcare.
"They're the only place where you can get scores on high school football games," Bodenmann said.
National advertisers can choose to run ads tailored to a local audience, Bodenmann said. A food company, for example, may choose to run ads in conjunction with supermarkets in specific markets.
Local search has become a big draw for advertisers on portals, because of the number of web surfers it draws. AOL, for example, says 20 percent of its online look-ups are for a product or service near a person's home.
The portals, however, still have a ways to go in satisfying visitors. While local search is in high demand, it also draws the most complaints from consumers, who often find that the results don't match their needs, according to web tracker Keynote Systems Inc. In going after advertisers, LMN is sure to point out the growth in visitors at TV station websites. The number of unique visitors at sites of WorldNow clients increased to 11 million in January of this year from 7 million in the same month a year ago, according to Bodenmann.
AOL Launches Web-Based AIM Mail Beta Today |
AOL today announced that it has begun the beta test of AIM Mail, the company's new, free web-based e-mail service available to anyone on the Internet. "Our vision," said AIM vice president Chamath Palihapitiya, "is to make AIM a complete communications service."
Study Sees PDAs Falling, Converged Devices Soaring
Market research firm IDC released a study Wednesday showing that PDAs sales slumped for the fifth consecutive quarter while sales of converged devices are soaring.
Early Adopters Are Ho-Hum About Media Phones
A survey of early technology adopters released Wednesday found little interest in cell phones that can play back audio and video or broadcast television.
RFID Steps Closer To Protecting Borders
Federal authorities are moving closer to the deployment of radio-frequency identification technology to monitor the comings and goings of foreign visitors. Efforts under way at airports, maritime ports, and land borders promise to test RFID as a part of government customs processes this summer, says a spokeswoman for the Department of Homeland Security.
Hotspot Vendor Boingo Roams To In-Flight Access
Boingo Wireless, a Wi-Fi hotspot aggregator, said Wednesday it has a new roaming agreement that will give its subscribers single log-on access on some long-haul flights.
Google Puts Brakes On Maxed-Out Web Accelerator
Google Inc. has suspended distribution of its Web Accelerator, saying the company has reached the maximum number of users for the beta software that's meant to speed up the time it takes to search the Internet.
RealNetworks Getting Into Mobile Games
RealNetworks Inc. on Wednesday said it has acquired Mr. Goodliving Ltd. for $15 million in cash, launching the online media company into the mobile games market.
Firefox 1.0.4 Release Candidate Patches Bugs
The Mozilla Foundation posted a release candidate late Tuesday of a security update to Firefox that patches a pair of vulnerabilities leaked last weekend.
Sober Worm Hides From AV Scanners
One of the reasons why the Sober.p worm continues to spread is because of the way it hides from some anti-virus scanners, a Russian security firm said Wednesday.
Massachusetts Files Suit To Stop Major Spam Ring
Massachusetts Attorney General Tom Reilly on Wednesday filed a lawsuit against seven people, accusing them of advertising counterfeit drugs and software through one of the world's largest Internet spam rings.