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
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