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CNN launches direct response Web site

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New York—CNN Ad Sales and Marketing later this month will launch an interactive client Web site. The site, CNNdirectresponse.com, will educate clients about direct response advertising as well as the variety of CNN networks and broadband services that can integrate an advertiser’s “call to action” across numerous platforms.

Visitors to the site will be able to determine the best outlet to reach their target audience by accessing the site’s video demonstrations, programming clips, ad samples, CNN programming highlights, audience profiles and ratings information. The site will also house a “community” page that describes how direct response advertising can enhance brand awareness.

According to TNS Media Intelligence, direct response ad spending topped $2.7 billion in the first half of 2005, up nearly 20% compared with the same period in 2004.

—Matthew Schwartz

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