Starcom in Moonfruit press drive

Starcom Motive is gearing up for a magazine space buying spree next month on behalf of dotcom client Moonfruit.

Starcom Motive is gearing up for a magazine space buying spree next

month on behalf of dotcom client Moonfruit.



Will Gardner, Moonfruit’s marketing director, confirmed that more than a

third of the company’s pounds 1.2 million budget would be spent on press

in order to raise the website’s profile among special interest

groups.



Moonfruit is designed to help people with little or no technical skills

build websites using special templates.



The internet company has already run a TV advertising campaign and is

currently pushing its brand online. Buying for both was also through

Starcom Motive, which took on the planning and buying in February.



The switch to specialist publications is part of a long-term strategy to

raise awareness among people who might want to ’build a shrine to their

passion’, said John Owen, head of digital services at Starcom

Motive.



The agency is targeting the June editions of magazines covering the

internet (including The Net, Internet Magazine and PC Pro), sports

(including football, rugby, athletics and angling), music, film and food

or drink.



Moonfruit aims to continue advertising later in the year once further

venture capital funding has been secured. Gardner said: ’This part of

the campaign represents our advertising efforts for the first half of

the year 2000. We will look to book in June and July to advertise in

October, November and December.’



Moonfruit, described by Owen as a ’next-generation Geocities’, launched

in January and has more than 20,000 registered users.



Gardner added: ’Moonfruit is for people who have particular passions and

want to get them online. Our advertising to date has doubled the number

of sign-ups we get per day.’



Its buying team at Starcom Motive comprises two online sales people,

headed by John Owen, and three handling traditional media under Peter

Edwards.