com), last week accompanied by newspaper ads in USA Today, The New York Times, The Wall Street Journal, The San Francisco Chronicle and The San Francisco Examiner, that were intended to create a stir in the closely-knit technology information community.
The campaign, estimated at close to $1 million including online advertising, was conceived by Saatchi & Saatchi, San Francisco, and responds directly to three computer publications that refused to run advertising by the company in conjunction with launching CNET's advertiser-supported news information site.
One execution of the ad begins, "We come in peace," and continues in smaller print, "We have no hostile intentions. Others aren't so sure. Information Week, ComputerWorld and PC Week have all refused our advertising."
"We would like to have used some of those publications," said Ellen Atkinson, senior VP-marketing, CNET. "There seems to have been discomfort in accepting advertising from CNET because we represent a strong commitment to news and information online in the future instead of through print."
When asked why PC Week refused to accept CNET's advertising, Don Burns, executive VP-business media group at Ziff-Davis Publishing, said, "Ziff-Davis has an ongoing policy not to accept advertising from competitive content providers." The other publishing companies, CMP Media and International Data Group, didn't return calls.
News.Com launched with 15 charter advertisers including Microsoft Corp., Hewlett-Packard and Apple Computer