AdvertExpress unveils service

An internet venture is aiming to offer media to the masses by giving small- to medium-sized enterprises a low-cost way of booking ads.

An internet venture is aiming to offer media to the masses by

giving small- to medium-sized enterprises a low-cost way of booking

ads.



AdvertExpress claims to offer an extensive media database - covering

newspapers, magazines, radio and TV - aimed at companies that do not

have the resources to employ a media agency.



The company’s website AdvertExpress.com features media information from

Brad and a noticeboard where media owners can post details of

advertising offers.



Users can search the site to find the most appropriate medium for their

campaign and then contact the media owners directly by fax or e-mail to

make a booking.



AdvertExpress’s management team includes Anthony Clifton, who was

previously a media partner at the creative agency Banks Hoggins O’Shea,

and Mike Black, a former head of the Interactive Media Unit at Reed

Business Information.



Clifton said the company hoped to tap into the 3.5 million-strong

small-business market, which accounts for pounds 4 billion of pounds 14

billion spent on media each year.



Media owners are being offered a three-month trial of the service free

of charge before a scale of fees is introduced.



But although the fees charged for selling through the site will be ’a

hell of a lot cheaper’ than the standard 15 per cent agency margin,

Clifton said he did not see the service competing with traditional media

agencies.



’Media owners might see this as a big way of maximising their volumes

over and above existing inventory, but we know the sales curve is very

much driven by agency activity,’ he said.



’One thing we accept is that the large ticket items will always be

driven by the agencies. We’re hoping to draw a line across the peaks and

fill in the troughs.’



AdvertExpress has been presented directly to major players such as the

national press, radio sales houses and outdoor groups through a series

of roadshows.



Clifton said the service had been introduced to 120 media owners, which

accounted for some 650 titles.



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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).