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P&G TALKING TO MICROSOFT ABOUT NEW-MEDIA OPTIONS: WEHLING SAYS WEB IS PLACE TO BE AS NEW PARENT TIME VENTURE BEGINS

By Published on .

Procter & Gamble Co., pursuing technology-based alliances, is going beyond its Internet collaborations with Time Warner and Conde Nast Publications.

P&G is also talking with Microsoft Corp. about possible advertising applications arising from the confluence of TV and computers, said Robert Wehling, senior VP-advertising, market research and government relations.

"That's where we think things are headed," said Mr. Wehling, adding that no deal is pending. "We just talk to them from time to time," he said.

`GROWTH WON'T STOP'

"We expect about a third of U.S. households to be online by the year 2000, and the growth won't stop there," Mr. Wehling said at the launch of Parent Time, the Web site developed with Time Warner Cable (AA, Oct. 28) in a deal put together by Grey Interactive, New York.

As an advertiser, he said, P&G "wants to be where consumers are-and consumers are going to the Web."

P&G's site with Conde Nast will be beauty oriented, said Mr. Wehling, and similar to Parent Time in that it will be an interactive database offering users the ability to find articles by searching various topics.

Most likely, the P&G/Conde Nast site will include articles from the publisher's various beauty-oriented magazines, including Glamour, Vogue, Allure and Mademoiselle.

P&G will use Parent Time to advertise a number of its products-initially Tide, Pampers, Cover Girl and Vidal Sassoon.

Robert DeSena, VP-interactive advertising for Time Warner Cable Programming, said Parent Time introduces a new concept to Web advertising that the company has dubbed Relevant Advertising units.

HOW RAD WORKS

The RAD idea is that advertisers can place their ads next to various subject areas that can vary in size and deliver "a meaningful brand-sell message," Mr. Wehling said.

Furthermore, starting next year, Parent Time will have the ability to have an ad follow users through various content areas.

Parent Time is selling three different introductory ad packages, ranging rom $75,000 to $150,000.

Besides co-owner P&G, initial advertisers on Parent Time are AT&T Corp., First USA Bank, Toys "R" Us, Bank of America and Merrill Lynch & Co.

As for categories that compete with P&G, Mr. Wehling said the marketer has right of first refusal.

P&G and Time Warner Cable are running a campaign, from Grey Advertising, New York, online and in magazines and newspapers, including USA Today, to promote the site.

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