HP launches online advertorial

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Hewlett-Packard Co. will launch an interactive advertorial campaign with an "unplugged" theme with CMP Publications' Information Week and its site on CMP's TechWeb on May 17, said Michael Ainscow, HP's manager-worldwide advertising.

The computer marketer will point to its Information Week content from other areas within TechWeb and also from the forthcoming "Tech City" area for marketers on Computer World's site.

"This is an interesting way of revising the advertorial concept traditionally associated with print," Mr. Ainscow said. "Instead of a six-page magazine ad, we'll run teasers in the magazine [pointing to Information Week's site]."

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