Is the Web a "mass media"?

Robert Kadar (rkadar_at_doubleclick.net)
Tue, 20 Aug 1996 08:59:44 -0400

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Re. The Web - Is is/can it be a "mass media".

I think that we're already there folks. The beauty of planning and buying
media on the Web is that your buy can be configured in many different ways
depending upon your media and marketing goals. For instance, the DoubleClick
Network (blatant plug here) is comprised of over 50 high-quality Web sites.
You can execute a low CPM, mass buy by buying across all sites, with no
targeting and reach millions of unique users -- or you can execute a highly
targeted buy and use the Network for niche marketing -- i.e. "I only want to
reach Macintosh users, who work in software development firms with
headquarters in Northern California with annual sales of over $10 million
dollars".

As the DoubleClick Network grows (we plan to have about one-hundred sites by
the end of the year) so does our reach and we will start to look more and
more attractive to those companies (package goods, automotive, etc.) who
need to use the Web as a broad-reach or "mass" media vehicle.

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|Robert Kadar 28 West 23rd Street
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|Regional Sales Manager New York, NY 10010
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|DoubleClick, Inc. Voice:
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Fax:
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| *** D O U B L E C L I C K - The Internet Advertising Network ***
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