Interactive marketers issue call to creative community

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At the Variety Interactive Marketing Summit in Newport Beach, Calif., June 4, Andy Batkin, chairman-CEO of Interactive Marketing, which produces conferences, called on the entertainment community to develop new applications to boost the online marketing business. "We need to create killer apps that will help both buyers and sellers thrive on the Net," said Mr. Batkin.

Likewise, Angie Diehl-Jacobs, VP-marketing at Universal Concerts, said, "It is essential to the growth of the new media business to get the creative talent [such as music artists] to meet one-on-one with interactive marketers." Only by understanding the Internet and its capabilities can the entertainment community make a significant investment in this new medium, speakers said. However, the technology doesn't always work as expected. In a demo of the next version of WebTV, launching next month, co-founder and President Steve Perlman downloaded a still shot from a TV program from the Web, created an audio message and sent it via e-mail. The e-mail appeared in an on-screen mailbox, sans audio clip.

"The audio clip didn't arrive, and that's why we're not shipping it this month," joked Mr. Perlman.

The summit brought together more than 200 entertainment and marketing executives who discussed the role of new media in the marketing mix and presented case studies on effective interactive marketing campaigns.

Copyright June 1998, Crain Communications Inc.

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