MediaTel creates online tool to market adspace

MediaTel has launched a system to allow media owners from all sectors to post their available space or airtime online, a move it claims is ’the first step towards electronic commerce for many in the media industry’.

MediaTel has launched a system to allow media owners from all

sectors to post their available space or airtime online, a move it

claims is ’the first step towards electronic commerce for many in the

media industry’.



The company, which is best known for producing the radio industry’s

electronic trading system Jicrit, has now decided to move into other

media with the launch of MediaTrader.



Initially, MediaTrader will not actually allow buying and selling

online, as with iMediapoint.com and Carlton Media Sales’ website. But it

will allow many media owners to offer packages, sponsorships and

promotions online.



Early participants span a range of media owners, including The Guardian

and The Observer, Carlton TV, Carlton Screen, Clear Channel, Newsquest,

Atlantic 252, TDI, Forward Publishing and Pearl & Dean. Many more are

said to be considering signing up.



MediaTel managing director Derek Jones pointed out that for many of

these players, this was the first step towards trading media online. He

said: ’It allows us to dip our toe in the water and see how much

interest there is. If lots of people come back to us and say they are

interested in doing something bigger, then we will certainly look at

developing the package.’



MediaTel’s existing online database is used by over 120 media buying and

planning companies and Jones is hoping these agencies will provide an

instant audience for MediaTrader. Alerting facilities will also be used

to drive people onto the site.



Jones added: ’We expect a steadily growing take-up on the back of the

cross-promotion that MediaTel can achieve. This is another natural step

in the evolutionary process towards e-commerce across the media

industry, and we are staying at the centre of that process.’



Analysis, p9.