Said Brent Petersen, VP-photography and new media, "The goal is to get people to watch the show." The ads will encourage computer users to turn off their machines and turn on their TVs.
ABC has done little Web advertising to date. Mr. Petersen declined to comment on what the LinkExchange ads cost, except to say that there is "value" attached. For comparison's sake, LinkExchange's rate card states that 100,000 impressions over a one-month period cost only $1,500.
Copyright April 1997, Crain Communications Inc.