WHERE TO FIND IT: www.spumco.com
CRITIQUE: Advertisers take note: There's a site out there that will cater to your every whim. All you have to do is keep the cash flowing.
News sites, especially those tied to non-Web news products, tend to be one of the major places for advertisers to spend their Web ad dollars.
That leaves a short supply of outlets offering good, solid content that are willing to blur the line between editorial and advertising.
Spumco wants to break down that wall. John Kricfalusi, creator of the "Ren & Stimpy" animated series, was tired of having to sell the rights to his work to networks to get distribution. So he created "The Goddamn George Liquor" program -- billed as the first Internet-only cartoon series. By cutting out the middle link in the distribution chain, Mr. Kricfalusi maintains control of his product.
Spumco's goal is to find a sponsor for the show a la "The Texaco Star Theater" with Milton Berle. Tower Records is sponsoring the third episode and might back future shows. Judging from that spot, Spumco is willing to do anything for its advertisers. In addition to a sponsorship title screen, one of the animated characters gives a pitch to buy CDs at Tower. Then viewers are sent over to the Tower site with an ad for a Jerky Boys album. While the ad is being shown on the Tower site, the George Liquor character gives a voice-over sales pitch.
When you're breaking ground, as this site is, you might as well break down the rules of advertising as well.