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
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
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
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