Microsoft Corp. said it will spend $100 million marketing and advertising the newly relaunched Microsoft Network online service through June 30. Outdoor and print ads will start this month, with TV following next month. The software giant acknowledged its spending will be below that of online competitors, but executives said MSN will benefit from the momentum of the Microsoft brand on the Internet.
Microsoft also said it is working to make the service more compelling for advertisers. The service, which now has 1.6 million members, won't be profitable for 3 years, the company said. Wieden & Kennedy, Seattle, is Microsoft's agency of record.
Copyright October 1996 Crain Communications Inc.