Associated sets up ad directory to aid online site surfers on the

Associated Newspapers has unveiled an Internet search directory which aims to make advertising on the Web more effective.

Associated Newspapers has unveiled an Internet search directory

which aims to make advertising on the Web more effective.



Associated Electronic Publishing, Associated’s new-media arm, claims

that UK Plus, which is tailored for a UK audience, will accelerate the

process of finding specific UK Web content.



The move is partly in response to advertisers’ complaints about user

difficulty in finding British sites. This is said to be one factor that

has kept some advertisers off the Web to date.



UK Plus launches with an introductory pounds 5,500 ’charter package’,

which features a limited number of advertisers whose ads will rotate at

random throughout the site, and runs until April.



Advertisers which have already signed up include Microsoft, British

Telecom and Volkswagen.



Specifically developed software will provide swift feedback on ad

performance and user behaviour.



UK Plus will select sites for its database and offer independent

descriptions of Websites rather than descriptions written by their

creators.



Lee Thompson, the marketing manager at AEP, said: ’We have filtered out

the dross and we will make the life of the UK surfer easier by giving

them what they want in a far shorter period of time.’ and runs until

April.



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