Motive to steer ZDNet UK’s web campaign

ZDNet UK, the online arm of Ziff-Davis, has hired Motive Digital Services to plan and buy its first web advertising campaign.

ZDNet UK, the online arm of Ziff-Davis, has hired Motive Digital

Services to plan and buy its first web advertising campaign.



John Owen, head of Motive Digital Services - the specialist new-media

division of Motive - described ZDNet as ’the leader in its field’. While

the service is popular among business-to-business users and IT

professionals, the agency’s task is to raise awareness of the site among

general consumers who want to get more out of their home computer

products.



Susan Rundle, marketing manager at ZDNet UK, said the company had been

impressed with Motive’s insight into the sector, as well as its

knowledge of ZDNet itself. She pointed out that the company did not hold

a formal pitch as its inhouse sales team had a good insight into the

agency scene, enabling it to identify Motive.



ZDNet UK launched in March 1996 as part of an international network of

29 sites, based in San Francisco. They are designed to provide news,

information and entertainment for people who want to buy, use and learn

about technology. Advertisers have included Sony, IBM, Electronic Arts,

Fortune City and QXL.



ZDNet UK claims to reach more technology buyers than any of its rival

networks, achieving 9.4 million page impressions in November 1999.



In December, Ziff-Davis sold the bulk of its traditional publishing arm

to private equity investment firm Willis Stein & Partners for dollars

780 million.



But Ziff-Davis Holdings retains ZDNet and, for the first five years, the

right to use content from its former publications on its websites.



Earlier last year, there had been speculation that Rupert Murdoch’s News

Corporation was interested in buying ZDNet (Media Business, 20

September).



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