BtoB readies branding campaign

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New York— announced Friday it will kick off a branding campaign on Sunday to raise awareness about the Web site.

The campaign capitalizes on the familiar New York Times slogan, “All the news that’'s fit to print,” with a subtle update: “All the news that’s fit to click—or blog, stream, archive, digitize, e-mail, personalize, etc.” will run ads in advertising trade publications as well as the Times. The campaign will also include online, television, radio and outdoor.

—Matthew Schwartz

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