EBay plans new ad campaign

San Jose, Calif.--EBay Business, the b-to-b operation of auction site eBay, will roll out a new ad campaign next month in an effort to expand its marketing to small businesses.

The campaign, developed by Slack Barshinger, Chicago, features actual businesspeople in industries including fine jewelry, automotive restoration, insurance and restaurants who have bought items on eBay.

The campaign has a theme line of “Real businesses. Real dreams. Real savings.”

EBay Business was launched in early 2003, initially targeting office technology, restaurants, metalworking, and test and measurement services.

“In 2004, we will broaden our message and our media,” said Jay Fiore, director of marketing for eBay Business.

The new campaign will include vertical trade advertising, network radio and national print ads in The Wall Street Journal, Inc and Entrepreneur.

Spending was undisclosed.

-- Kate Maddox