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FOR IMMEDIATE RELEASE
April, 2001
Industry Experts Say "No Medium Can Do It All" Amidst 30,000
Daily Ad Impressions; Cite Strengths of Integrated Radio and Internet
Campaigns
New York: Interep (Nasdaq:IREP) and Cybereps,
an Interep Company, sponsored a workshop entitled, "What's In Integrated
Marketing," in Boston on April 15th, for members of the marketing
and advertising community. The workshop focused on uncovering the
trends and exploring the myths surrounding integrated marketing
campaigns and cross-platform media selling. Keynote speakers included
Geoff Ramsey, CEO of eMarketer, a leading provider of Internet statistics
and trend data, and John Parikhal, CEO of Joint Communications,
a global leader in media strategy and consumer trends.
Both Parikhal and Ramsey agreed that the
current marketing environment, including widespread Internet access,
has made it increasingly difficult to effectively impact consumer
behavior. Mr. Parikhal noted that the average person is exposed
to 30,000 message impressions each day, a far different environment
than baby-boomers - the majority of today's marketing executives
- were raised in. Parikhal stated, "One of the biggest marketing
myths today is that someone is out there waiting to hear your message.
The fact is, people are actively using technology to avoid hearing
from your through the use of TIVO, answering machines, remote controls,
and list of other means." His presentation suggested that the answer
lies in creating a "micro-mass" media campaign, that "works the
media overlaps, especially radio and the Internet."
Mr. Ramsey's presentation focused on the
changing media environment, particularly with regard to the proliferation
of Internet usage and on-line marketing. Some of the facts on Internet
marketing cited by Ramsey included: ·
- There are over 3.6 million active
websites, but the average user visits 14 per month.
- According to eMarketer, last year marketers
spent $7.1 billion for on-line advertising, with $7.6 billion
predicted for 2001. This figure jumps to an estimated $20.5 billion
in 2004.
- In 2001, on-line advertising is expected
to take 3.1% of total advertising.
- On-line usage is estimated to represent
4.1% of total daily media usage.
- E-commerce, banners, rich media and
e-mail marketing each have a distinct set of benefits and limitations.
Mr. Ramsey concluded in his presentation
that "the only way to create successful on-line campaigns is by
integrating on-line as part of print, television and radio." He
cited a statistic from an Advertising Age 2000 survey of media buyers,
sellers and advertisers, saying that 83% believe cross-media packages
will be key to future media buying and selling.
Ramsey also presented the following facts
on the synergy between radio and Internet advertising:
· 43% of Net users say that they listen
to the radio while on-line.*
· 29% of Net users say that they have
visited a website as the direct result of hearing a radio ad.*
· 45% of Net users say that they use radio
as a source of finding URLs.*
* Source: Arbitron
Deb Durben, President of the Interep
Marketing Group, stated, " 'Integrated marketing' has become
a catch-phrase in the advertising industry, but most marketers are
still a bit confused as to what is entails and how to benefit from
it. That's why we decided to host this workshop." She continued,
"Interep - and now Cybereps, as well - has been developing integrated
marketing campaigns for our clients for many years. Because of this
experience and the superior results that we have been able to deliver
to our clients through cross-platform marketing, we are eager to
spread the word to the advertising community."
The workshop also included a panel focusing
on case studies and examples of successful integrated marketing
campaigns. Panelists included Greg Smith, Carat Interactive, Jane
Steinberg, ABC Radio, Jim Brandt, MP3.com and Kathleen Johansen,
Ryan Partnership.
Interep (Nasdaq:IREP) is the largest independent sales and marketing company
specializing in radio, the Internet and new media, with offices in 22 cities.
Interep operates ABC Radio Sales, Allied Radio Partners, Caballero Spanish Media,
Cumulus Radio Sales, D&R Radio, Infinity Radio Sales, McGavren Guild Radio and
MG/Susquehanna, as well as Cybereps, Interep's online advertising and marketing
division. In addition, Interep is parent to the Public Radio Network, Interep
Networks and its new business development team, the Interep Marketing Group.
Support services include Research, Promotion Marketing and Sports Marketing
divisions. For more information, visit the company's website at www.interep.com.
Cybereps is the first interactive marketing and integrated media sales and web
publishing company. Formed by the merger of Cybereps and Interep Interactive,
the company specializes in ad sales, marketing, and streaming media sales for
some of the web's best content sites and networks. Cybereps is known for quality,
service and its creativity in developing and implementing distinctive sponsorships,
integrated media packages and promotional campaigns. Cybereps publishes The
Future Games Network (FGN), and Totalwoman.com, two prominent vertical content
networks. Cybereps clients include Reuters, adsGuide, HowStuffWorks, AutoWorld.com,
BizReport, bonus.com, Cydoor, coupons.com, FmiTV, Giant Rewards, Hot Telephone,
iBeam, Nutrio, Peel,. Planet Source Code, RadioWave, WebBuilderZone, RootsWeb,
SiteExperts, Batanga, and laMusica, among many others. The company has offices
in San Francisco, New York, and Los Angeles.
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