An internet venture is aiming to offer media to the masses by
giving small- to medium-sized enterprises a low-cost way of booking
AdvertExpress claims to offer an extensive media database - covering
newspapers, magazines, radio and TV - aimed at companies that do not
have the resources to employ a media agency.
The company’s website AdvertExpress.com features media information from
Brad and a noticeboard where media owners can post details of
Users can search the site to find the most appropriate medium for their
campaign and then contact the media owners directly by fax or e-mail to
make a booking.
AdvertExpress’s management team includes Anthony Clifton, who was
previously a media partner at the creative agency Banks Hoggins O’Shea,
and Mike Black, a former head of the Interactive Media Unit at Reed
Clifton said the company hoped to tap into the 3.5 million-strong
small-business market, which accounts for pounds 4 billion of pounds 14
billion spent on media each year.
Media owners are being offered a three-month trial of the service free
of charge before a scale of fees is introduced.
But although the fees charged for selling through the site will be ’a
hell of a lot cheaper’ than the standard 15 per cent agency margin,
Clifton said he did not see the service competing with traditional media
’Media owners might see this as a big way of maximising their volumes
over and above existing inventory, but we know the sales curve is very
much driven by agency activity,’ he said.
’One thing we accept is that the large ticket items will always be
driven by the agencies. We’re hoping to draw a line across the peaks and
fill in the troughs.’
AdvertExpress has been presented directly to major players such as the
national press, radio sales houses and outdoor groups through a series
Clifton said the service had been introduced to 120 media owners, which
accounted for some 650 titles.