86 to market CD-Rom as viable ad medium

The new media consultancy behind the Evening Standard’s new quarterly CD giveaway, The Knowledge, plans to turn the CD-Rom into a viable advertising medium.

The new media consultancy behind the Evening Standard’s new

quarterly CD giveaway, The Knowledge, plans to turn the CD-Rom into a

viable advertising medium.



The consultancy, 86, has established a CD contract publishing division

which includes three sales staff. 86 joint managing director Will Sankey

said: ’The CD-Rom has finally come of age. The Knowledge represents a

whole new publishing formula for media owners and advertisers.’



86 worked alongside new media production company John Henry Productions

to create The Knowledge, which appeared with the Evening Standard on 5

November and included ads from Tesco Direct and Slam City Skates. 86

handled the bulk of advertising sales. Sankey said similar partnerships

would follow.



’CD-Rom seemed to fall out of favour a couple of years ago because

nobody had CD-Rom drives on their PCs. That situation has now

changed.’



Sankey and his fellow managing director Shirin Kalal established 86 18

months ago to advise clients on their online media strategy. As well as

working with the Evening Standard, 86 handles online sports shop

Kitbag.com and soon-to-launch entertainment portal Switch2.net.



Sankey was previously media planning director at BMP, working with Sony,

Marks & Spencer and Thomson Holidays.



He said: ’It’s quite clear that the business to be in at the moment is

new media. We’re attracting interest from traditional media publishers,

retailers and ISPs.’



The next issue of The Knowledge is due out in the spring. The first

edition contained information on the latest bars and restaurants, as

well as music and the trailer for the latest Bond film. Users could also

install Zoom, the free ISP part-owned by Standard parent Associated

Newspapers. A screensaver included animated characters representing 20

different advertisers.