SLATE GETS FIRST AD BUY FROM P&G

Toothcare Promotion to Run for Five Weeks

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NEW YORK (AdAge.com) -- Slate, the online magazine known for in-depth reporting and occasionally acerbic commentary, has snared its first ad buy from marketing giant Procter & Gamble Co.

Beginning May 1, a five-week ad program for P&G's Crest Whitestrips debuts on the site, featuring three online ad formats and an advertorial for the Crest tooth-whitening system.

Spending was not disclosed. The promotion marks P&G's first ad buy on Microsoft Corp.'s MSN online network.

Blue chip advertisers
"I don't want to

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position it as a huge buy, but it's the first P&G buy on all of MSN," said Scott Moore, general manager of MSN News. "Even though we're in this deep ad recession, what's going to pull us out of it is the blue chip advertisers."

In recent weeks consumer package goods companies including Unilever and Nestle Co.'s Purina have taken pains to showcase their research attesting to the impact of digital marketing and media on offline advertising and sales. These marketers are eager to reach affluent consumers and are dipping their toe in the online waters.

Absolut Vodka earlier this year advertised for five weeks on Slate -- marking the first time MSN had distilled spirits advertising on the network -- and then re-upped for a second round.

RadioShack, Toyota
RadioShack, which is already a MSN advertiser, is sponsoring a diary feature on Slate. The four-days-a-week feature has authors such as Rick Moody (The Ice Storm) writing about their lives and documenting their days with digital cameras provided by the consumer electronics retailer. Toyota Motor Co.'s Lexus also recently renewed its ad buy on Slate after a six-month run.

Slate has a new editor, Jacob Weisberg, who replaces Slate's former editor, Michael Kinsley, who stepped down earlier this year. Slate has 3.2 million readers, as of March, up from 2 million a year earlier, but it hasn't become profitable. Microsoft does not disclose the particulars.

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