Newspaper network Real Media launched Retail Direct, a
program that allows smaller advertisers or those on limited budgets to
buy
online ads at a discount, yet have the ads appear on many of the sites
in its
300-plus site U.S. network.
Advertisers participating in Retail Direct, get untargeted run of
network
placements that rotate throughout the Real Media network as well as
throughout 65 sites from the newspaper brands in the United States.
Pricing
specifics were not disclosed.
“The inventory in Retail Direct is of high quality, if untargeted,” said
Dave
Morgan, president of Real Media. “Advertisements are placed run of site,
which includes sections that often demand CPMs of no less than $30. Real
Media’s Retail Direct opens the door for smaller-budget marketers to
reach a
highly educated and affluent audience of online newspaper readers at an
affordable rate.”
Some 30 well known brands have already participated in Retail Direct
including, Amazon.com, Carparts.com, Citibank, J.Crew, Monster Board and
Strong Investments, the company said.
Retail Direct is a tool for newspaper Web publishers to leverage unsold
inventory and
increase advertising revenue. Because campaigns are centrally served by
Real
Media Retail Direct is a turnkey solution to running national ad
campaigns in
the 468 x 60 positions typically filled with non-revenue generating
house
ads, the company said.