Advertising Age, Intel set plan to deliver ads, news to user PCs

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Advertising Age has announced the creation of a new PC-based service that will deliver high-quality, high-speed video of TV commercials, print ads, interactive advertising and news to customers' desktops.

Called the Ad Age Edge, the new subscription-based service was developed in conjunction with Intel Corp., the world's leading maker of microchips, and represents a leap forward in delivery of multimedia business content.

It will be available to customers in the first quarter of 1999.

Partners for the beta test of the service, set for later this fall, include such leading marketers as Procter & Gamble Co. and Sears, Roebuck & Co., and agencies BBDO Worldwide and Bozell Worldwide.

Subscribers to the Ad Age Edge will gain immediate desktop access to a wealth of daily marketing news, industry data and current creative work, including delivery of new TV spots immediately after they break publicly.

The new satellite-delivered service will also allow subscribers, for the first time, to have full access to the Ad Age Group's electronic archives.

"This groundbreaking business-to-business information resource will radically change the way our industry gathers and uses information," said Edward R. Erhardt, VP-publisher of the Ad Age Group.

"The Ad Age Edge is the logical evolution of the Ad Age brand of information, and we have been very pleased with the enthusiastic response and industrywide interest the service has already received."

A COMPLETE NEWS SERVICE

Though creative work in TV, print and online advertising is at its core, the Ad Age Edge will function as a complete news service, including commentary on commercials and campaigns by the editors of Advertising Age, along with related news items, spending data and real-time breaking stories. Customers will be able to build a personalized library of ads for reference purposes, sorting TV and print ads by industry, location, agency, genre or demographic indicators.

"All of the information on the Ad Age Edge will be generated by the more than 100 editors and reporters Advertising Age has around the world," said David Klein, associate publisher-group editor. "The Edge allows us to take the logical next step of moving this high-value content to a 21st century digital platform."

To coordinate the editorial content, Matt Carmichael has been named to the new position of online editor. Mr. Carmichael helped build the AdAge.com Web site and has supervised content on that site for the past two years.

Also helping launch the product will be Anthony Vagnoni, currently an editor at large for Ad Age and previously editor of Ad Age's Creativity.

Sales for the new service will be overseen by Brian Quinn, new-media sales manager for Advertising Age.

The backbone of the service is a new, multimedia content engine built by Intel engineers.

Said Ron Whittier, Intel's content group VP-general manager: "The Ad Age Edge demonstrates how businesses can make better use of new and existing technologies, relying on the power and flexibility of Intel's architecture-based PCs and software, to deliver the most sophisticated and targeted products with compelling content and easy online access."

The custom-built user interface for the Ad Age Edge was designed by R/GA Interactive, New York.

The service will be sold to subscribers on an annual site-license basis. For more information on the service, send e-mail to edge@adage.com.

Copyright October 1998, Crain Communications Inc.

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